This approach gave rise to the FIRST DIGITAL COMIC dedicated to F1 featuring H-TON and B-TON, two racing drivers half man, half machine created by a scientist.

The comic evolved according to the real events that took place during each GP. Exactly what had happened was told in true fantasy fashion in the relevant chapter in the comic. The comic episodes debuted at www.blessedbadguys.com after each race.

A TV spot, a mail shot of the the complete comic in a limited edition print version, a banner campaign and the website, guaranteed continued fan engagement during the F1 season.

In 72 hours, we ran out of comic books. Fans rapidly requested their promotional copy online.

Blessedbadguys.com received more than 150.000 visits, a 52% increase compared to 2011.

The Spanish GP generated 167% more visits than in 2011.

Fans proposed more than 1.720 titles for the comic chapters.

More than 2.790 users sent photos to take part in the comic.

According to Vodafone, the campaign increased brand awareness and consumer engagement during the F1 season.