We used a new Google technology called Channel Connect which allows banners to communicate bi-directionally with external devices. We had to make sure users experienced the feeling of a race so we created a real-time system ensuring sync between the devices, demonstrated to the users with a synced-up countdown at the start.

To make sure it felt real, rather than a marketing trick, we got a typing speed for the Z10 by timing real people writing the same message one hundred times. We used the average time to set our benchmark in the ad.

Nearly a quarter of a million people over a two day period took up the challenge to compete with the Z10 on its launch in the UK. Every major smart phone was represented. The best result - 92% of the time the Z10 won the typing challenge.

"Really smart. Well done BlackBerry" - Dan Williamson - Content Content, Marketing Blog

"The BlackBerry Z10 typing challenge ads are SO slick" - Mark Davis, @marmish

"That's a great advertising idea!" - CrackBerry.com