Ron Lynch

So you have to have a 1-800 number.

You have to have an offer of some kind.

Well, this, again, was a $400 product, and this was really the insight into how do you sell that within 30 seconds or a minute.

And what we did was devised a contest.

And at the end of every spot, right up until last year, for the first six years they were on TV, at the end of the spot, it says, enter to win everything we make.

We give a complete suite of our products away every day.

And there was just a little entry, like an entry voucher.

It's a URL.

So we drove the consumers to GoPro.com, where the first thing they did was they filled out their data.

So there was a data capture right away.

Then they get past that data capture.

I would say probably 60% to 70% of folks filled out that data.

Yeah.

Wow.

So...

People wanted the product.

It wasn't available at retail.

So you had a young audience that would go in, they'd enter, to get past that so they could get to the site.

So they'd get past that, get to the site, then they'd get engaged in the site and the content, and the spot sold.

The site itself sold.