Background

High-energy sports marketing to ignite global engagement and sponsorship ROI.

MobileX is a pioneering US mobile network built for today’s digital-first consumers—offering a flexible, personalised mobile experience that adapts to individual usage in real time. Founded by Peter Adderton, the entrepreneur behind Boost Mobile, MobileX is all about shaking up the telecom sector with innovation, agility, and bold thinking.

To launch their brand into the world of sports marketing, MobileX aligned with 222 Offshore Australia, the headline-grabbing powerboat racing team competing at the iconic Key West World Championships, alongside their co-sponsor Walmart. This wasn’t simply a logo placement exercise; MobileX wanted to turn their sponsorship into a high-impact digital campaign that would dominate race week and drive serious online engagement.

The Brief

MobileX approached TIDE with a clear goal: to create a week-long campaign that would not only deliver exceptional digital content, but also position them as a disruptive, forward-thinking brand capable of breaking into the global sports scene.

The brief centred around producing daily, high-energy content from the heart of the event;combining race coverage, behind-the-scenes team insights, and sponsor-driven storytelling. This content needed to resonate with a broad audience—from hardcore motorsport fans to general social media users discovering the sport for the first time.

Historically, offshore powerboat racing has struggled with low production values and inconsistent media. MobileX wanted to break that cycle, aiming for content that felt more like Formula 1 than a niche water sport. They needed a crew that could not only handle the extreme technical challenges of filming high-speed racing, but also deliver slick, sponsor-ready content on tight deadlines.

Our Creative Approach

TIDE was uniquely positioned to answer this challenge. Led by former powerboat world champion Tom Montgomery-Swan, our team brings unrivalled insider knowledge of the racing world, combined with decades of content creation expertise.

We embedded ourselves with the 222 Offshore Australia team for the duration of race week, operating both within the pits and on the water. Our dedicated camera chase boat allowed us to track the action, capturing footage that few others could safely or effectively produce.

Throughout the event, we delivered same-day content drops; publishing high-impact race highlights, intimate behind-the-scenes interviews, and adrenaline-fuelled sponsor hype videos within hours of filming. By blending technical precision with rapid turnaround, we kept the online audience fully engaged as the drama of race week unfolded.

Our approach wasn’t just about speed; it was about authenticity and connection. Every piece of content was carefully crafted to showcase the MobileX brand in action—aligning their disruptive energy with the thrill of competition, and ensuring their sponsorship felt integral to the narrative rather than tacked on.

The Output

Across the week, we produced a full suite of social-first video content designed to maximise impact across platforms like Instagram, TikTok, Facebook, and YouTube. From pit-lane interviews and technical walkthroughs to high-octane race sequences and sponsor-driven highlight reels, every piece was built for mobile-native consumption.

The result was an always-on digital campaign that kept fans and sponsors hooked from start to finish.