Following its recent third-party licensing deal, struggling action cam manufacturer, GoPro, has launched a unique marketing initiative in the US – a trade-in program which accepts all digital camera brands.

Currently reserved for its American market, GoPro’s ‘TradeUp’ program allows consumers to trade in old digital cameras, for a US$50 discount on its Hero 6 Black, or US$100 off its Fusion cam.

Provided the digital camera was over US$99.99 when purchased, GoPro’s TradeUp program accepts devices from all brands.

As many consumers own a plethora of outdated digital cameras, the opportunity to trade for a discounted GoPro could be a successful strategy.

The campaign has not provided an end date, which suggests GoPro is banking on a long-term boost.

GoPro will reportedly dispose of old trade-ins via zero-landfill methods.

Full terms and conditions are available on GoPro’s website here.

Commentators will have to wait for GoPro’s next earnings results to gauge the success of its new marketing initiative.