Iditarod Trail Sled Dog Race

Iditarod Trail Sled Dog Race

Protest action has the potential to significantly impact on the reputational standing of major events, and may result in impacts such as loss of patronage or sponsorship.

For event organisers, as well as law enforcement and private security, the actions of protestors pose threats to safety, security and reputation.

The Issue state

Protest actions at the famous Iditarod Trail Sled Dog Race.

The Situation state

The Iditarod Trail Sled Dog Race, held between Anchorage and Nome in Alaska, is the most famous dog race in the world. However, multiple dog deaths (and claims of cruelty) have led to protest activity in recent years, resulting in big-name sponsors such as Coca-Cola dropping their support and putting the financial viability of the event in question.

The Solution state

Being able to more effectively manage protest activity associated with the event would allow organisers to more proactively manage reputational risks.

In a test analysis, Fivecast Onyx was used to collect and analyse social media data with a goal of identifying key groups and individuals fuelling protest action.

Developing the network

We began by collecting data from a few key social media accounts directly linked to the event. We were able to identify a range of protest activity that was not only targeted at the event, but was also deliberately aimed at participants and sponsors.

Fivecast Onyx was then used to expand the understanding of the individuals posting negatively on social media. To do this, we used a tailored detector set of keywords, phrases and quotes for threat detection – focussed on the sponsors of the Iditarod. This enabled the identification of the most significant players, whose social media accounts became the focus of our Investigation.

Ongoing collection and risk detection

With the major players identified, we established ongoing and automated social media collection against our target accounts, enabling continual monitoring of potential risks associated with their activity.

The Outcome state

In total, the analysis collected more than 51,000 individuals who were focussed on the Iditarod Sled Dog Race.

Of significance was the clear intent of protagonists to wreak havoc against event sponsors, most notably targeting a major vehicle sponsor many miles away at the Detroit Motor Show. Out of the box protest activity, needs an out of the box monitoring solution.

With the ongoing and automated collection of open source data by Fivecast Onyx, event organisers would have been well equipped to continually monitor the actions and impacts associated with the key players among this well-coordinated, active and vocal protest group.

Choose Fivecast state

With a growing number of violent and disruptive incidents taking place around the world, the risk to public safety has never been greater.

But in an age of information, traditional methods of security are outdated, costly and inefficient.

Fivecast offers a cost effective solution to monitor, detect and investigate potential safety and security risks, requiring a much smaller investment of human capital.

Iditarod Trail Sled Dog Race