The Story

In 2012, GoPro hired Gunpowder Founder Ryan Chuckel at his former agency to manage the global launch of the HERO3 camera. We blew away coverage expectations, stymied the competition and laid the groundwork for a long-lasting relationship. 

As our role evolved, we began to take GoPro into new verticals, including motorsports, team sports and hunting & fishing.

As GoPro cautiously entered the hunting and shooting space, Ryan crafted the brand’s strategy and voice around the sport and set a solid foundation for upcoming product launches aimed at hunters and shooters.

Fast forward to April, 2015. Gunpowder is formed and GoPro is the agency’s first client. Today, Gunpowder continues to drive media relations, content development and distribution and social activation for GoPro in the hunt/fish vertical. We have launched the Sportsman Mount, the HERO4 Session and the Realtree Camo Housing, along with other mounts, accessories and software. 

Outside of introducing new products, we drive coverage of GoPro and user-generated content and work with media
to tell deeper stories about product usage in the field and
on the range. 

We have continued to drive consecutive quarters of significant growth across key outdoor retailers including key accounts Cabela’s and Bass Pro Shops. 

OPTIMA Batteries

The Story

The Gunpowder founders have been deeply involved with the OPTIMA brand since it was acquired by Johnson Controls in 2000. Today, Gunpowder drives OPTIMA’s charge to become the premier content brand in the automotive performance space.

With decreasing fitment across the fleet of vehicles in the US and technological solutions to that business issue still a couple years off, OPTIMA needed a partner to help them keep their vibrant consumer community engaged while giving auto performance media a reason to keep the brand relevant.

Gunpowder developed a content strategy platform that motivated the best content creators in the biz to give the OPTIMA brand some of their best work. It led to the creation of epic short films, curated by Gunpowder through multiple channels.

Gunpowder created the OPTIMA Ultimate Film Festival, an event held at SEMA in 2015 and designed as a series of events at enthusiast gatherings throughout 2016. This strategy has driven renewed interest in the brand among many enthusiast segments. It generated more than 20 million media impressions in targeted outlets and drew 800 of the most influential people in the automotive aftermarket to the SEMA event.

Gunpowder also created and planned an entire charitable program tied to OPTIMA’s premier partner in the marine business: Bassmaster Elite Series angler Edwin Evers. The program had Edwin fishing with six combat-wounded veterans and generated more than $20,000 of Wounded Warriors in Action donations, 10 million+ media impressions and two unpaid live streams of his fishing trips on (a $20,000 value).

ravin crossbows

The Story

When a group of seasoned archery product manufacturing guys got together to reinvent the crossbow, they hired the best: Top engineers, fabrication vendors, you name it. Savvy as the leadership team is, they also recognized the need for a powerful marketing department.

Rather than staffing one internally, they chose the value of bringing Gunpowder in to handle every detail required for a successful new brand and product launch. We hit the ground running, developing every arrow in the marketing quiver from scratch - and at break-neck speed.

  • Ravin “teaser” print and television advertising
  • Ravin product-focused print and television advertising
  • Complete website design and development
  • Technical feature-benefit video production
  • Comprehensive media planning & buying
  • Aggressive, multi-media PR blitz with full reporting
  • Tradeshow and event concept development and execution
  • Social media content creation and curation
  • Full industry outreach, from key journalists to outfitters

Gunpowder fulfilled every deliverable on time and within budget despite looming tradeshow deadlines that were critical to a successful Ravin unveiling. The result? The most successful 2016/17 product launch in the shooting sports industry. In fact, at the 2017 SHOT Show, Ravin stole the show with the longest lines at Range Day - where buyers and media moguls are able to fire top manufacturers’ weapons.

Media coverage across all channels has been intense, and Ravin sales right out of the gate far exceeded the brand’s expectations. Manufacturing quantities were immediately ramped up to meet the insane consumer demand.