What happened?
Action-camera maker GoPro (NASDAQ:GPRO) announced yesterday that it was partnering with Twitter's (NYSE:TWTR) Periscope in order to deliver live-streaming broadcasts directly from HERO4 Black or Silver cameras.

By integrating with Periscope, GoPro can potentially reach a new audience of over 10 million Periscope users that can choose to stream through their iPhone camera or their GoPro. The GoPro will still record the video locally while broadcasting through Periscope.

Does it matter?
The integration with Periscope continues GoPro's efforts to expand its viral marketing campaigns. The company has previously outlined a media strategy it hopes that its widely watched videos can attract more users to its platform. Meanwhile, live streaming continues to grow in popularity in many verticals, so the partnership makes sense as a way to leverage Periscope's technology. Since the integration is enabled by a software app update, it's a no-brainer.

But the real question is whether or not GoPro will be able to expand its customer base through its ongoing viral marketing campaigns. The company has come under fire recently as sales have fallen and its prospects weakened. Adoption is slowing and current owners don't have compelling reasons to upgrade. At a minimum, the Periscope partnership will still likely strengthen GoPro's already-strong brand though.