GoPro Selects Hookit to Track and Measure its Athletes’ Social Engagement

Solana Beach, Calif. – July 1, 2014 – GoPro (NASDAQ: GPRO), leader in shared and viral media content, uses San Diego-based Hookit to track, monitor, quantify and rank its athletes’ exposure and activity in social media through a custom index dashboard.

Hookit is the most powerful and comprehensive platform to manage and maximize the value of athletes and sports marketing programs. Hookit’s proprietary platform tracks 15M pieces of data every day from hundreds of verified sources to track and compare athletes based on their fan base and exposure in social media, how often they do their sport, how much they travel, and their competition results at events.

“Our athlete’s presence on social media and the influence of their content plays an important role in GoPro’s overall content and marketing strategy,” said Todd Ballard, director of global sports marketing. “Hookit’s customized dashboard enables our team to monitor all the metrics we need to reward athletes who support our brand and discover new potential stars.”

As a leader in the social space and the leading channel on YouTube, GoPro
recognizes the value in empowering their athletes to better document themselves engaged in their sports and share it with the masses, which virally drives awareness and demand for GoPro product.

“GoPro has emerged as a media powerhouse and a leader in social media marketing and fan engagement,” said Marc Fiore, Hookit Vice President of Sales and Marketing. “To partner with them is amazing because they understand the importance of how to capitalize on the value of their athletes and ambassadors. They’ve been extremely successful creating a long tail of brand influence with their team to convert consumers into GoPro advocates.Our Hookit technology allows GoPro innovative ways to manage elite athletes while generating ROI and verifying brand loyalty from their grassroots program.”

Hookit recently developed a custom micro-site for GoPro’s innovative Athlete Summit in Oahu, which provided in-depth camera training to athletes and an opportunity to take their content development and sharing on social platforms to the next level.

GoPro also uses Hookit to power their grassroots amateur athlete programs to effectively tap into future talent that may be looking for support. Additionally, the sports marketing team leverages Hookit as a one-stop digital tool to filter through applications and reward the top influencers with discounts on product depending on their reach, commitment and performance in the sports they represent.

By utilizing Hookit, brands can access all of their sponsored, or prospective
athletes’ ranking stats to better define and establish quantitative KPIs to
further drive brand awareness and conversion through ecommerce if their athlete is tied to product.By tracking and ranking athletes, brands can also better activate athletes through their social platforms, effectively measure the performance and ROI, and optimize athletes by ranking their brand contribution through the actual earned media benefit the athlete is generating for the brand they represent.

About Hookit

Hookit is a digitally connected platform of tools and services created to
support and connect athletes, brands and sports. Nearly 1M athletes worldwide use Hookit to track their progression, promote themselves, build their personal brand, and earn deals from their favorite brands. The newly launched Hookit Score essentially measures the value of any athlete at any level. Updated daily scores range from 1-10,000, and are based on athletes’
commitment, performance and reach in their sport. Brand partners are provided with powerful tools to discover, manage and reward amateur and professional athletes who actively support their brand.