Pirelli has launched a new section on its corporate website called 'Inside the Action', which will allow motorsport fans to ask the Italian tyre firm questions about its products and thinking.
The scheme launches ahead of this weekend's European Grand Prix and, from 21-25 June, five influential bloggers will gather questions from fans across the globe and post the answers from Pirelli specialists. They will also share the results of extensive tyre testing sessions from the driving seat of the world's greatest sportscars.
The innovative idea will allow fans the opportunity to gain behind the scenes access to Pirelli, its technical knowledge and strategic insights. The bloggers themselves come from all four corners of the world and, rather than being professional journalists, they are 'ordinary people with a passion for cars and F1' - just like many of Pirelli's customers.
As for the questions, they can be about anything at all regarding F1, not just tyres. Pirelli's experts, including motorsport director Paul Hembery, will answer each question as honestly and fully as they can.
“Bloggers will be able to receive and collect questions from various individuals during the F1 weekend in Valencia, [and] will then forward the most important themes directly to our experts," Pirelli UK managing director Dominic Sandivasci confirmed, "Pirelli is always looking at new ways to engage with its customers and, as we are approaching the season's midway point, we felt it would help F1 fans to connect with the sport in a more direct manner.”
Pirelli has been at the heart of the majority of F1 conversation this season, with fans and insiders alike questioning its policy on tyre compounds for 2012. Although the racing has been exciting and results unpredictable, many are suggesting that the tyres now play too
big a part in determining the outcome of grands prix.