Volvo, Amp Energy Drink and Emergen-C vitamin drink mix ran ads across GO211.com's desktop and mobile platforms during the recent Burton U.S. Open Snowboarding Championships at Stratton Mountain, VT.

GO211.com, an online and mobile community for action sports fans and competitors, tapped Azuki Systems Inc. to provide a full-featured mobile service. Azuki provides a mobile extension of GO211.com's popular Web site with community, blogging and video features, including ad-supported live streaming of GO211.com events.

"GO211 caters to a hip young tech-savvy crowd, and they have had a mobile site for quite some time, but they didn't consider it a true-to -brand mobile site and were dissatisfied with the provider they had," said Sam Harp, product line director for Azuki Systems, Acton, MA.

"They were looking for their site to represent what they were all about, with community features, a ton of streaming video and content from at least four major sports on the site, including snowboarding and skiing, BMX, surfing and skateboarding," he said.

"They were looking to update their mobile site and bring it line with the powerful desktop presence they've built. Their audience aligns perfectly with consumers of mobile content."

Volvo, Amp Energy Drink and Emergen-C, along with title sponsor Burton, were targeting primarily males ages 18-25.

Volvo was not promoting a specific make or model but was building brand awareness in general with the target demographic.

The brands' logos were deployed online, on the mobile site and on site at the event itself.

GO211 is a sponsorship-oriented property, and Azuki enables preroll and postroll video ads, as well as both banner and text ads. It is an action sports online destination that runs a large number of events and represents more than 115 different athletes.

The brand gets between 6 and 7 million unique users every month.

GO211.com is home to the exclusive live webcasts of the Burton Global Open Series, including the Burton U.S. Open. It offers behind-the-scenes video, blogs, photos, Webcasts and podcasts from featured contributors along with other action sports fans.

Azuki Systems offers a software service for media companies to deliver and monetize rich, interactive mobile Web sites.

GO211.com is leveraging Azuki's technology to bring snackable, personalized content and a full complement of socialization features, including sharing and ratings, to mobile users.

GO211.com's mobile site at http://GO211.mobi provided live video streams from the recent Burton U.S. Open Snowboarding Championships at Stratton Mountain in Vermont.

GO211.com's action sports community includes athletes and enthusiasts from snowboarding, skateboarding, surfing and BMX, and is the premier site for live webcasts of major alternative sports events from around the world.

"A revolutionary thing that's happening that's absolutely unique is the ability to provide live event streaming over the mobile Web through a browser, without having to download or install any software," Mr. Harp said.

"If there's a live event taking place, it's the first time you can broadcast this through onto mobile devices through a purely browser-based application, although the device has to support streaming," he said.

"For devices like the iPhone that don't support streaming, we offer an instant replay-version GO211 is taking advantage of the presence they already have, their large user base, and promoting their mobile presence with on-air announcements at the events and pulling its online and out-of-home audience to mobile."