Objectives + target group:Ericsson Mobile "mobilises" the sailing event Volvo Ocean Race using a WAP portal: Enthusiasts can stay informed about the race at any time. How to generate interest for the portal amongst those who aren't interested in the topic?Synopsis:Non-enthusiasts are addressed with viral movies and images published via SMS, MMS, e-mail and banners. Being linked to a WAP portal or a microsite, they are asked to send their mobile numbers to their local crew in order to take an adventurous "mobile" journey.