GoPro may be one of the most interesting Southern California IPOs in recent memory. Absent from this week’s New York Times writeup are most of the key words that scream “this is a tech product of primary interest to tech employees and investors!”
First, we only know the company thanks to its status as the king of viral “wow that lion looks so incredible in HD” spots that usually get far more clicks than your average ad. GoPro’s dominance of the “cameras do amazing things” genre is so complete that we immediately wondered whether they were behind the probably-fake ”camera falling from the sky and landing in a pig pen” clip.
The question: how can a company making a relatively old-fashioned product stand out in a sea of news about the new?