The car marque hired interactive agency Incepta Online following a pitch against Graphico and Framfab to design a web site (www.volvooceanrace.org) for the event, which kicks off on 5 November.
The site offers information on the race and, once it starts, competitors' progress will be shown through live feeds of footage from each of the boats.
The site was launched on 29 September following a year-long project.
Once the race begins, it will be promoted in bursts, with the aim of reaching five million users. The race is scheduled to end in June 2006.
A major web marketing campaign will begin three to four months into the event, when the first of the 'in-port' races is due to take place. Arcade-style games are being created to attract non-ocean-racing enthusiasts and broaden appeal.
Mark Gristock, marketing director of digital agency JKD, one of the companies owned by 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 will focus 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 a tactical and complex one, although an educational element has been included," he added.
The brand will use email to stay in touch with visitors to the web site. Volvo hopes that traditional techniques, such as 'refer-a-friend' options, on emails will help to broaden the audience.
Similarly, prizes aimed at core enthusiasts will aim to build awareness among their non-enthusiast friends.
However, the exact strategy for the campaign has yet to be decided. Gristock explained: "An initial strategy for online activity is in place, the use of which is dependent on the traffic levels and patterns throughout the first three months of the race."
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