In just six weeks, Diffusion designed and executed an exclusive invite-only press event that took reporters and creators through a series of extreme land, air and sea ‘testing’ scenarios in New York City for the launch of the HERO11 camera. Diffusion managed every detail of the event, including sourcing suppliers, managing vendors and securing press and creators. The all-day experience included a once-in-a-lifetime open-door helicopter ride to capture views over Manhattan with the new cameras, an exhilarating jet boat ride through the NYC harbor, designed to show off the camera’s new stabilization feature, and stargazing on the NYC High Line with accredited star gazing experts, encouraging use of the camera’s new star trails photography features.
Diffusion’s campaign generated hits spanning all verticals including Forbes, TODAY, Men’s Journal, CNET, Sports Illustrated and more. In September 2022, Diffusion’s PR efforts contributed to a 268% increase in YoY impressions for the HERO11 Black launch, with more than 6.5 billion total impressions.
GoPro’s HERO11 Black camera received accolades in key publications, including Men’s Health Editor’s Choice, WIRED Recommends, Forbes Best Action Camera, CES 2023 Innovation Award Honoree and many more.