MUSTO Grinding Challenge

DIGITAL

MUSTO, the world’s leading offshore sailing clothing brand are the official supplier of sailing apparel and footwear for the Volvo Ocean Race. They also partnered 50% of the VOR teams to maintain performance over the 38,739 nautical miles including the 2014-15 winners Abu Dhabi Ocean Racing.


Challenge

– Working with MUSTO, to deliver the MUSTO Grinding Challenge activation; a challenge to hoist a sail in the quickest time using a grinding machine

– To provide a solution to recording and transmitting participant data

– To utilise social media to amplify the activation and awareness of MUSTO’s sponsorship

– To generate and continue excitement across the whole year-long competition

MUSTO Grinding Challenge

Solution

-To map the competitor, event and data journeys to improve the efficiency for participants and event staff
Design and build a handheld tablet application for event staff to record participant data, images and video across wifi at the race villages

– Incorporate social sharing into event email communications

– Display global leaderboards on MUSTO’s website showing fastest times from all race villages

Result

– Video views, social shares, newsletter sign-ups and web page statistics all exceeded activation targets

– Event efficiency led to an increase in the number of global challenge participants

– A reduced staffing requirement reduced the activation cost for MUSTO

– The activation attracted professional sailors and high profile sportspeople to attempt the challenge generating valuable PR coverage for MUSTO

– An increase in awareness of MUSTO as a VOR sponsor with all race village attendees