Since 1993, the Goodwood estate in England has hosted millions of motor racing fans at its annual Festival of Speed and Revival events - with a unique mix of racing, cutting-edge mobility technology as well as vintage classic cars and fashion.
As large physical gatherings of this type were ruled out in 2020, Goodwood decided instead to create a new kind of event, called SpeedWeek - a 3 day celebration of motorsport hosted on the estate - but with audiences joining in from the comfort of their own homes instead.
A remote event brings a new set of creative and commercial challenges. How to ensure an engaging and immersive experience that gives audiences the feeling they are part of the action from home? How to provide opportunities for commercial partners to activate their sponsorship in ways that make sense in the digital world? How to get to know the home audience and make it attractive for them to become registered members and potentially consumers as they would if physically present?
By using Monterosa / Interaction Cloud™ and our Event Centre experience, Goodwood were able to turn these challenges into new opportunities. In record time, a rich SpeedWeek Hub experience was created featuring multiple livestreams with real-time interactivity, gamification mechanics rewarding users for making predictions, proving their knowledge and offering opinions. Fans could also browse the cars on display and add their favourites to their very own Goodwood garage.
What’s more, the Speedweek Hub also unlocked unique activations for brand partners such as Mastercard and supercharged Goodwood’s user data strategy by driving sign-ups and enriching user profiles - laying the ground for a digital strategy beyond the restrictions of 2020.
Check it out yourself from October 16-18 at speedweek.goodwood.com
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