Mountain Games Rebrand A Smart Move – that Everyone Can See and Share

Written by Kimberly MacArthur Graham on June 5, 2013

When Teva took a few well-shod steps back and pulled sponsorship of the Mountain Games, most of us were shocked. It seemed like such a perfect match! But the recent announcement of GoPro Camera as the new title sponsor makes perfect sense. Not only is GoPro a wildly expanding enterprise pioneered by a young, outdoorsy guy – rebranding as the GoPro Mountain Games embodies an important shift in the way people participate in events like these.  GoPro cameras are wearable and gear-mountable so that you can share your adventures with everyone on the planet. Thanks to ubiquitous social media and cheap technology, and driven by the desire “go viral,” people share far more online than anyone cares about  – in part, because they’re too busy creating their own parallel, but much more exciting, social media selves.

In fairness, GoPro was already a sponsor, so they know the Mountain Games and its audience. Too, they have cool ideas for using their cameras to intensify the viewer experience. So, as much as I’d like to make fun, I’m impressed all around. Enabling a heightened event experience is what sponsorship should be about – and who doesn’t think that wearable technology is sexier than what you put on your feet?



Layer Cake Creative is a strategic marketing agency specializing in communications, design, and strategic marketing that enrich your brand and support your strategic and sales goals.  This Denver marketing firm specializes in promoting professional services such as architecture, construction, engineering, law, finance, and real estate.

Kimberly MacArthur Graham, founder of Layer Cake Creative, is an expert in professional services marketing with 20+ years in the design and building industry.  She’s especially proficient in marketing communications including technical or creative writing and editing, articles submitted for publication, and brand messaging.

Posted Under: Branding, Event Marketing, Marketing, Video
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