IRONMAN is an opportunity for athletes to demonstrate their athletic abilities, but also the great strength of their minds. To help them perform, TELUS invited participants’ loved ones to make a short cheering video for athletes. These videos were then linked to the chip that each athlete wears and the broadcast was released in more difficult moments such as the last kilometers of the race, giving them a well timed boost of confidence and moral. Is there a better way to motivate someone’s race than with the cheers of their relatives? A emotionally strong experience.