The mobile channel provided participants with essential competition news - results, photos of competitors, event timetables and weather updates. Specially designed Motorola kiosks provided a number of forms of mobile'entertainment' including the chance to star in a blue-screen snowboard jump, record a message and create unique mobile screensavers and ringtones using a digital 'spray can', where each stroke creates a ringtone. This consumer created content was sent direct to the user's mobile phone.

In two weeks of competition and spanning three continents, close to 20 000 pieces of unique consumer created content was generated; each one essentially becoming a unique and perfectly targeted Motorola billboard.