Racing Eagles

I (heart) Claire Williams

Dear other Formula One public relations departments:

If you are looking for some direction for how to approach new media... if you are looking for what fans want... if you are looking for someone to copy... if you are looking for a way to run a low-cost, fan-friendly PR strategy... if you want to have people to actually care about what you are doing...

Then follow the leader. Williams F1 is the gold standard.

I've always have had a soft spot in my heart for Williams. If I had any team that I wanted USF1 to be modeled after, it would be Williams. Williams have never been some publicity stunt for a manufacturer who wants to blow several billion dollars. They've never been some play thing for of a megalomaniac billionaire who wants to look cool. From top to bottom, they live to race and win. Simple as that.

This is also reflected in their media and public relations strategy as well. I commented last year that Williams F1 have the best new media presentation in the paddock. What I didn't come up in the article is why I like everything they do. It dawned on me during the Valencia test last week. Sorry if this sounds obvious, but it is something that we forget.

They're genuine fans as well.

It hit me as I was following with glee Claire Williams' tweets from Valencia. That whole test was wonderful to follow on twitter but her tweets stood out in particular. There was an excitement from her that was endearing. Photos were flying out of her camera-phone and into her twitpics account. There were photos of Rubens, the Hulk, the car, the behind the paddock scenes, and even of other teams that were testing. It was an infectious sense of excitement that is impossible to describe without giggling a bit and getting a broad smile on your face.

It's something that has been missing out of the pitlane for too many years. There was a time where drivers weren't trained PR monkey's, where team personnel could have cup of team with each other, and there was a sense that people genuinely loved to be there. It is something that I thought died when the corporate PR hot-shots came in and snuffed all the personality out of the sport. However, my hope are renewed.

So bravo Claire and thank you. First it was the blogs, then the in-house podcast, videos, website, and now the tweeting? I'm floored. Once again you've amazed me with the smart, professional, and personal way you and the whole Williams F1 team have communicated with us meer fans.

WTF1? (Part One)

What is F1?

When asked that question people give you the easy answer. "It's the pinnacle of motorsports."I am not sure about that anymore.

Not after the decade the sport had in the 00's.

I know it is kind of late to give one of the last decade retrospects but it is obvious that the sport is in transition right now from what it was the last nine to ten years. Change is a good thing. However, it is only good when you know what the end results are. That's the trouble with F1 these days.

What is F1? What should it be? What will Formula One be in five years?

Is Formula One a purely a recreational or entertainment venture? Or is it a forum for research and development of new automotive technologies? Or is it a semi-spec racing series that tries to dumb down the sport enough in a vain attempt to keep things close? Or is it a combination of these?

I am not sure of the answer, but this is what I know.

1. On the technology side, sportscars have exceed F1 this decade in terms of innovation and development. While Bernie, Max, and the teams were in belated arguments over things like KERS, LeMans basking in the glory of diesel revolution in sports cars (typified by the Audi series of diesel racecars pictured above.) Now they are on the cusp of bringing other technologies to LeMans such as hybrids and more exotic alternative fuels. While sportscars have risen to the challenges and realities facing the world's motoring industry, Formula One on the whole has cowered.
2. F1 is slowly but surely going down the path of being a spec series. We are already there in many ways. We have spec engines, spec electronics, and spec tires to name a few. Other things such as aerodynamics are still heavily regulated. To me, this is not a good thing. If I have learned anything from watching NASCAR and IndyCar, that transforming the series into a spec series ruins it instead of enhances it. The same teams win regardless of what regulations are in place. At least without a lot of overbearing specs, you have wiggle room to become competitive and innovative.
3. Formula One isn't organized to be friendly to the fans or sponsors. True, the sponsors pay big bucks to have their names painted on a 200 MPH billboard, but what else do most of them get out of it? Some get the rare commercial from the team. Some get technical assistance. However on the most part, there is such a lack of centralized effort to look at how sponsors look at the sport and help recruit sponsors to teams. Also, the lack of races at popular venues and empty stands at several races tell you all you need to know about how the sport treats it's fans. Say what you want about NASCAR, but they treat their sponsors and fans right on the most part. Formula One treats their fans like the word "sucker" is printed on everyone's forehead.
4. The racing is terrible. We made the cars look uglier than a wart on a donkey's bottom and they still can't overtake each other.

So the series is neither innovative, entertaining, fan friendly, or sponsor friendly? Can someone tell me why we still follow this sport.

I think one of the things I am going to tackle over the course of this year is try answer these questions.

What the USF1 Launch should look like.

It was kind of funny watching teams awkwardly taking the wraps off their cars at Valencia earlier today. What we need is a little razzmatazz. USF1 should take a que out of Apollo Creed's playbook. Let's raise James Brown from the dead and substitute Ivan Drago for the USF1 Type One. Personally, I want to see Peter Windsor dawn the hat and the trunks.

Now that would be a launch!

Season Preview: Mercedes Grand Prix

Last year's results:

Wins: 8 (Australia, Malaysia, Bahrain, Spain, Monaco, Turkey, European, Italy)

Poles: 5 (Australia, Malaysia, Spain, Monaco, Brazil)

Fastest Laps: 3 (Malaysia, China, Turkey)

Points: 172 (World Constructors Champions)

Drivers: Jenson Button (95 points, World Champion) Rubens Barrichello (77 points, third in the championship)

*All results were as BrawnGP.

Changes:

Jenson Button - out

Rubens Barrichello - out

Michael Schumacher - in

Nico Rosberg - in

BrawnGP sold to Mercedes-Benz

Pentronas - in as sponsors and supplier

Three Questions:

1: What can we expect from Michael Schumacher?

My first "official" piece of USF1 merchandise!