The car maker appointed interactive agency group Incepta Online after a pitch to design a site for the event, which features information on the race, but which will also develop to track the competitors via satellite and provide live feeds of video footage from each of the boats once it starts on November 5.
The official site launched on September 29 following a year-long project. However, once the race begins, the website will be promoted in bursts to reach its target of 5m unique users. The race isn't scheduled to end until June next year.
The main online marketing campaign will not begin until about three to four months after the start when the first of the 'in-port' races are due to take place. Arcade-style games are being developed to appeal to non ocean-racing enthusiasts and broaden the appeal of the event.
Mark Gristock, marketing director of digital agency JKD, one of the member companies of Incepta Online, said: "Ocean racing enthusiasts' loyalty should be guaranteed -- but not taken for granted -- and the ambition is to bring the race to as many people as possible.
"To this end, the games are focusing on the core themes of the Volvo Ocean Race -- people, nature and technology. Therefore the execution will be a simple, addictive arcade-style game, as opposed to tactical and complex -- although an educational element has been included."
The brand will also use email to stay in touch with users of the site. It hopes that traditional techniques such as refer-a-friend options on emails will help widen the audience. Prizes aimed at core enthusiasts will also aim to build awareness among their non-enthusiast friends.
However, the precise campaign strategy is still to be decided. Gristock commented: "An initial strategy for online activity is in place, the use of which is dependent on the traffic levels and patterns through the first three months of the race."
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