Experiential Marketing Tour

2005 | Captain Carl

We were asked by Ericsson to help brand and create content for the Volvo Ocean Race Mobile Portal.

Our campaign traveled through 3 countries and provided Content for the Mobile Portal along with a grassroots marketing campaign on the ground in each country.

The Culmination of these efforts was and an 11 day online "Reality TV" style competition dubbed Challenge Australia.

The Campaign won the Award for "Best Telecom Rich Media Online Campaign"

The portal received more than 150,000 hits.

3,500 downloads each day.

In the first 3 months there were more than 200,000 downloads of audio/video, wallpaper, and games with video accounting for over 50% of downloads.

The success of the portal has led to commercial interest for other sporting events: one mobile portal was created for World Cup hockey for Sweden and another for World Cup soccer for Rogers Canada is in development.

Mobile portal a
roaring success for
Volvo Ocean Race 

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Immediacy,Interactivity, Mobility and Adventure

The VOR mobile portal is meant to capture 
the adventure of an extreme challenge and 
environment, giving enthusiasts and supporters 
“firsthand” experience of the action.

“It’s about immediacy, interactivity, mobility
 and adventure,” Murphy says. “When 
I started work on the mobile portal, I set out 
to build the end-user experience of the VOR 
around these four words. That is the promise
 of the mobile channel.”