Experiential marketing agency TRO worked with BMW and MINI to create interactive and participatory brand experiences for automotive fans at Goodwood Revival 2024.
Held at the Goodwood Motor Circuit, West Sussex, from 6-8th September, Goodwood Revival is an immersive celebration of iconic cars and fashion, and the only automotive event to be staged in a period theme.
Each year, Goodwood Revival attracts hundreds of thousands of motorsport enthusiasts and aims to inspire them to rethink, repair, and re-wear through its theme, ‘Revive and Thrive’.
TRO brought the brands to life in this unique world, creating end-to-end experiences to help fans indulge in their passions.
BMW’s experience, ‘Racing Through Time’, focused on gamification, taking petrolheads back in time to a nostalgic arcade and multi-player game portal, challenging them to solve multiple tasks. From popcorn and gumball machines to tattoo studios, the experience offered various vintage delights and surprises. Attendees also had the opportunity to get hands-on with the new BMW i5 Touring and explore the latest in-car gaming technology.
At the MINI stand, car fans were immersed in a retro-style (and bubble-filled) laundrette, inspired by self-serve detergent stations from the 1940s-50s. The stand included various touchpoints, such as a scent booster station offering sweets, an iron-press transfer station for customer handkerchief giveaways, and the return of the fan-favorite spin-to-win machine. Washing machine drums were transformed into screens, showcasing MINI’s latest OLED display technology—playfully demonstrating the brand’s commitment to blending tradition with innovation.
“Goodwood Revival is an event like no other. It gives brands the opportunity to step away from traditional automotive marketing and into a unique, vintage world, with all the creative opportunity that comes with that. By harnessing the power of experiential marketing, we transported attendees back in time while simultaneously celebrating the future of the industry. This year’s event tapped into automotive passion through innovative and exciting experiences.”
Tara Allen M Grey, Head of Client Services
