Formula 1 fans have a host of very capable websites available, giving them access to any type of news, backgrounds, results or whatever else they want to know about the sports, the races, the cars and the drivers.
Formula1.com is arguably the most greedy of these. The site's news articles provide a watered-down version of reality that go nicely together with the ubiquitous F1 politics, but by virtue of being the official F1 site it has one single advantage: it's the only site that offers a live feed during races.
The most annoying aspect of the site is its utter greediness: right-click your mouse anywhere over its pages and you see this message. No copying of any kind is allowed, not even a quick copy&paste of a bit of text into an email message to a friend.
But wait, there's news! F1.com has now taken greediness to the next level: it offers text and picture messages on your mobile phone!
Rejoice, until you see the rates: $6.50 for one race delivers you 15 text messages; pay $4 extra and one fuzzy low-res picture will appear on your tiny mobile phone screen! And as a sign of F1.com's boundless generosity, you're offered big savings, too: $120 for a whole season!
My cup runneth over. This will be a predictably short-lived initiative. Clearly, F1.com have a lot of learning curve to cover in the realm of mobile marketing...
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