Right Formula worked with BlackBerry to create the BBM Sand Grand Prix, a powerful brand exposure campaign to promote the Blackberry BBM platform. In the week leading up to the Abu Dhabi Grand Prix, BlackBerry took Mercedes-AMG Petronas Motorsport drivers, Lewis Hamilton and Nico Rosberg, to Dubai’s Big Red sand dune to film the BBM Sand Grand Prix with Sky Sports F1, the UK’s award-winning host broadcaster. With the aim of producing engaging and shareable content with a strong visual BBM presence, broadcast footage lasted nearly 7 minutes duration and was the longest feature that Sky Sports F1 has shown.
Broadcast in the high profile pre-race slot, to support transmission on-air, conversation was also driven on F1 social media channels which were dominated by fans discussing the event. Due to the amount of footage captured, Sky created a 30 minute programme special which was screened on Christmas Day in the primetime slot at 7pm.