Formula 1 team McLaren-Mercedes and title sponsor Vodafone on Tuesday pulled off a masterstroke: media coverage of an advertisement.
The Mercedes-powered team's head of communications Matt Bishop tipped off selected publications to a viral campaign by Vodafone starring world champion Lewis Hamilton.
The video depicts the 24-year-old Briton controlling his driver-less formula one single seater wirelessly with the use of a Blackberry Storm mobile phone.
Bishop's campaign raised speculation as to whether the footage is genuine, or whether the feat was achieved thanks to digital effects.
"It's amazing what can be done with a Blackberry Storm and that's all I'm prepared to say about it at the moment!" he said.
Imprimer