During the stopover in Melbourne, I discovered some superfans of team MAPFRE, in particular of local hero Sophie Ciszek. We asked them to come down to the race village under the premise of shooting a documentary about excessive fandom, and revealed to them mid-interview they’d be go sailing with MAPFRE and Sophie. Then the tears flowed…and they enjoyed the experience of a lifetime.
What we saw was wonderful engagement from our core sailing audience and beyond, with team MAPFRE pushing the content themselves through their social media channels. Most importantly, this was genuine content with raw emotion.