BlackBerry made its racing debut in Formula 1 this weekend at the first event of the 2013 season, the Australian Grand Prix. The announcement came just a few weeks ago that BlackBerry is now the Mobile Computing Partner of the Mercedes AMG Petronas team and there has been no shortage of buzz thanks to the timely BlackBerry Z10 launch around the world. With "Built to Keep You Moving" as the marketing slogan of BlackBerry 10, the fit between BlackBerry and F1 couldn't be better IMO. I have been a fan of both F1 and BlackBerry for years, so for me it really represents two passions colliding. Simply awesome.
BlackBerry CEO Thorsten Heins and a few other members of #TEAMBLACKBERRY were on hand in Melbourne to take in the racing action. Knowing that one of Thorsten Heins' hobbies is Formula 1 simulations, while watching the race I couldn't help but wonder if he was in on the decision to put Mercedes drivers Lewis Hamilton and Nico Rosberg on a two stop strategy while the rest of the field ran three stops. The gamble almost paid off - Hamilton was in good position to fight for the win, but ultimately finished fifth after having to pull in for a third tire change.
Overall it was still a strong showing for Mercedes and a great display of BlackBerry branding. Following twitter while the race was live, tons of people commented on just how well the BlackBerry logo is positioned on the Mercedes car and all of the team gear (I **need** to get myself a pair of the BlackBerry-branded headphones that Ross Brawn and team members are wearing!).
To celebrate their presence in F1, BlackBerry has fired up a BlackBerry & Mercedes micro site on BlackBerry.com and is hard at work on both the technical and marketing sides of it all - you know there will be plenty of goodies and exclusive content coming throughout the season. To kick things off, BlackBerry has posted up a few videos to give us a behind-the-scenes look at the partnership as well as some interviews with the drivers.
In true CrackBerry fashion we're getting in on the action as well and have fired up a brand new Team BlackBerry / Mercedes F1 forum. In the forum it's all about Team BlackBerry racing. From races to sightings to media events - we'll keep that bad boy choc-full of F1 awesomeness.