GoPro: Helicopter Skydive

A video gaining 88 million views is a rare feat, however, this GoPro video achieved just that! The video capitalises on the thrills of skydiving, but with an added twist – the skydivers perform playful acrobatics while hanging from the helicopter’s skids. This unexpected manoeuvre, coupled with the stunning aerial views captured by the GoPro camera, immediately grabs the viewer’s attention. The video implicitly follows the AIDA (Attention, Interest, Desire, Action) framework.

OBJECTIVES

• To showcase the capabilities of the GoPro camera in capturing high-quality footage of extreme sports.
• To promote the GoPro brand as synonymous with adventure and excitement.
• To encourage viewers to engage with the GoPro brand on social media.
• To inspire viewers to “Be a HERO” and capture their own adventures with a GoPro.

THE HOOK

The initial hook (video thumbnail) is the unexpected sight of two skydivers dangling from the helicopter’s skids. This immediately grabs the viewer’s attention because:

• It’s unexpected: Skydiving is already a thrilling activity, but this manoeuvre adds an extra layer of daring and excitement.
• It’s visually arresting: The image of the skydivers hanging upside down against the backdrop of the ocean and coastline is both beautiful and awe-inspiring.
• It creates suspense: The viewer is left wondering what will happen next – will they let go? What stunts will they perform?

WHY IT WORKS

• High-quality footage: The GoPro camera captures the experience in stunning detail, immersing the viewer in the skydivers’ perspective.
• Sense of adventure: The video evokes a strong sense of adventure and adrenaline, appealing to the target audience’s desire for excitement.
• Playfulness: The skydivers’ playful interactions add a lighthearted touch to the video, making it more engaging and memorable.
• Implicit branding: The GoPro logo is subtly displayed throughout the video, reinforcing brand recognition without being intrusive.
• Call to action: The “Be a HERO” tagline at the end of the video encourages viewers to emulate the skydivers and capture their own adventures with a GoPro.

TAKEAWAYS

• Unexpected visuals are powerful: Breaking conventions and presenting something unexpected can be a highly effective way to capture attention.
• Emotion drives engagement: Videos that evoke strong emotions are more likely to be shared and remembered.
• Show, don’t tell: Letting the footage speak for itself can be more powerful than relying on voiceovers or heavy-handed branding.

KEY ELEMENTS

• Introduction (hook): The video opens with the skydivers dangling from the helicopter’s skids, immediately grabbing attention.
• Solution (product/service): The high-quality footage throughout the video implicitly showcases the capabilities of the GoPro camera.
• Benefits and features: The video highlights the benefits of using a GoPro, such as capturing stunning footage of adventurous activities and sharing experiences with others.
• Call to action (CTA): The “Be a HERO” tagline encourages viewers to use a GoPro to capture their own adventures.

The video follows the AIDA framework by:

• Attention: Capturing the viewer’s attention with the unexpected and visually arresting opening.
• Interest: Building interest by showcasing the thrilling experience of skydiving and the stunning footage captured by the GoPro.
• Desire: Creating a desire for the GoPro camera by showing its ability to capture amazing moments and inspire viewers to live their own adventures.
• Action: Encouraging viewers to “Be a HERO” and use a GoPro to document their own experiences.