BlackBerry knows that it will need to move fast to get back into the smartphone game. As part of its new Keep Moving ad campaign, it announced a new partnership with the Mercedes AMG Petronas Formula 1 team. Team principal Ross Brawn said,
“On the day that our new Silver Arrow, the F1 W04, is launched, we are very pleased to announce our partnership with BlackBerry. We are looking forward to embracing the new BlackBerry 10 platform at both a technical and operational level, as well as collaborating with the team at BlackBerry to bring new mobile innovation to MERCEDES AMG PETRONAS. It is especially pleasing to be able to launch this exciting partnership today as our latest Silver Arrow takes to the track with BlackBerry branding.”
Not only will the team use BlackBerry smartphones throughout the season but BlackBerry will also collaborate with the team on technical and marketing opportunities, including some apps and fan engagement.
As part of the new partnership, BlackBerry branding will feature on the chassis and headrest of the F1 W04 Silver Arrow, the racesuits of Lewis Hamilton and Nico Rosberg, and on the team’s racewear kit.
Read more: Mercedes AMG Petronas Formula 1