12. juli 2010


Rasmus Johnsen

The SAP 505 World Championship Mashup

Project completed on September 1, 2010


To make the coverage of the SAP 505 World Championship 2010 as good as possible, parties involved in the event have been working on a website dedicated to live coverage online.

The task is to create a “place” online that embraces and combines the possibilities of social media with regard to live tracking, live video-streaming, video upload, live texting and photo upload. Hence the word mashup.

The very cornerstone of the SAP 505 World Championship Mashup is social media. The aim is to organise and engage people with common interests. Thanks to the SAP 505 World Championship Mashup, it will be possible for fans around the world to get an exciting glimpse into the world of sailing. Most importantly, though, the SAP 505 World Championship Mashup gives everyone the opportunity to interact online with all the other people who are also linked with the event.

The SAP 505 World Championship utilises:

: Live streaming
YouTube: Highlights
Twitter: Live text
Flickr: Photo repository with on-the-fly uploading

Podcasting: Highlights of every day podcasted


The aim of the project is to build an event site with a dedicated live page. The live page is a mashup, and thus combines live tracking, live video-streaming, live text and images. After each dayʼs sailing, a podcast showing highlights from the dayʼs races will be released through iTunes, Zune or Zencast. This video will also be uploaded to YouTube. All recordings will be aggregated, organised and made accessible through an archive page.

Target Groups

Everybody who is passionate about sailing: young and old, practitioners and spectators, pros as well as amateurs, and also the curious and everybody with an interest in social media, technologies and innovation.


SAP social media
Experience World Wide
Sailing Aarhus
ACTIVE institute (idea and project management)
TracTrac (live tracking, pinpointing all 505 dinghies on a map)
StreamFactory (live streaming of video to Ustream)
SejKo (web development and webmaster)

We are honoured to have Pip Pearson, President, International 505 Class, as live commentator, and very exited to work with a group of mobile journalists (three dedicated amateurs with smart-phones) who will be texting and taking pictures during the entire event.

Criterion of Success

The criterion of success is, first of all, to fulfil SAP’s desire to engage stakeholders, tell a good technology story and position its brand. Therefore, the criterion of success is to have a stable system up and running without (major) problems throughout the whole event, ensure that the target groups make use of the website.

ACTIVE’s role in the project

  • Idea and concept development
  • Presentation and sales
  • System selection
  • Selecting suppliers
  • Project and process management


We had some issues during the 505 pre-worlds but from day one and throughout the entire 505 world championship, the system was up and running without experiencing any (major) problems. There were quite a number of positive remarks offered both during and after the event’s conclusion, which indicates that people with an interest in sailing were impressed and quite satisfied with the mash-up. Over 40,000 visits and more than 130,000 pageviews from 100 different countries demonstrated a clear success best summed up by what Alan Block, Senior Editor of Sailing Anarchy, wrote on the final day of the event: “The folks from Sailing Aarhus are doing some incredible work, and we’re recognizing it with our ‘media matters’ award [….] everyone take note: this is the future of sailing.” A full report was submitted to the customer.

A short walkthrough and status during the event:


We want to make a project where the use of the Internet and new media will be at the hub of an exposure of the 505 World Championship in Denmark in 2010.

The focus of the project will be the relation between, on the one hand, a controlled production of live tracking and video data, etc. and, on the other hand, the spectators’ contributions and possibilities of combining, developing and distributing data via a number of the social services that are used by an increasing number of people (e.g. ustream, twitter, flickr, youtube).

For us, the project is part of a process that involves the inclusion of SAP in work to find new, relevant and exciting ways of getting yachting across to people.

We believe that the above project concept can fulfill SAP’s wish to 1) involve customers, 2) tell a good technological story, and 3) position its brand.

  • Re 1: Social media have to do with organizing and involving people with common interests. By making a close, exciting integration between the mediation of the event and social media it is possible for customers to keep track of developments and, most of all, to be part of the dissemination of 505 Worlds in Aarhus. It will also make it possible to interact and create a link to others interested in the subject.
  • Re 2: Yachting is an exciting, demanding and spectacular sport, which nevertheless has difficulties in finding methods that make it exciting for the public to follow. The solution lies in technology. Live tracking and live video create a completely new basis which, combined with the integration of known social services, can create visibility for the sport on online platforms where people already communicate about sport. We are aware that SAP used 505 Worlds in 2009 as a point of departure for a demonstration of Business Objects Explorer. The strategy, aims and actual performance of the boats were here seen as being analogous to strategy, aims and actual performance in a company. With the project in 2010, the analogy can be maintained and further developed, as modern companies must also to an increasing extent think about the use of the Internet and, in particular, social media as part of both internal and external communication. By using new technology to enhance the communication and to bring out the fascination aspects and complexity of yachting, valuable feedback is still created for the individual yachtsman, who is able to gain insight into his own performance and the crucial factors that cannot be gained without the appropriate technology.
  • Re 3: A successful project can position SAP’s brand. SAP will become the company that via its commitment and passion for constantly enhanced level of achievement is able to contribute with new methods and better performance within the communication of yachting.

The project will have what we call event‐based innovation as its framework. The concept has been developed by the ACTIVE institute and subsequently adapted as a strategic tool by the Municipality of Aarhus in cooperation with the University of Aarhus.

Event‐based innovation has to do with using major events in the municipality as a basis for innovation projects. The objective can, for example, be new products, services, experiences and/or new knowledge which is either presented, utilized or generated in connection with the event in question.

By adjusting the work on an innovation project to the deadline for an event it then also becomes the driving force for the process and the cooperation between the interested parties. Furthermore, the attention the event gains can also in certain instances be exploited to focus interest on the result of the innovation process. Event‐based innovation, then, is the municipality’s strategy to create a situation where the event gives more to the community that hosts it.

In connection with the concrete project, we want to gather together Sailing Aarhus, SAP, TracTrac a.o. as well as the University of Aarhus in an assignment that has to do with developing or analyzing methods of communicating yachting in a better and more up‐to‐date way.

The project is to be understood as being based on two assumptions about the dissemination of sport at present and, in particular, in the future:

1: The media situation is becoming increasingly niche‐oriented. This means that it is to a great extent a question of becoming really good at getting quality content across to a entire core public rather than going for the lowest common denominator.

2: Recipients are becoming increasingly active. So it is a question of creating a basis for user‐ involvement. Partly in the form of a possibility to choose and contribute in relation to the broadcast itself, and partly a possibility to integrate and in certain cases re‐use the content on the platforms where users are otherwise active.

Rapid developments within information technology make it possible to redefine the dissemination of the individual sport. This especially applies to the sports that find it hard to reach mainstream media. Yachting belongs to this category. We believe that the future for communicating yachting lies in the use of new media, including social media. This is where people are.

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