Car brands didn’t just bring horsepower to the Goodwood Festival of Speed this year – they brought retail media strategies, immersive installations and merch drops designed to turn browsers into buyers.
Hyundai stood out with an activation that mixed interactivity and reward. Visitors could take part in branded challenges to unlock access to a trackside grandstand, turning audience participation into a clear value exchange. But the bigger surprise was its on-site retail offering: branded clothing, including premium pieces timed to launch alongside new car models. Some items aren’t even available in the UK outside events like this – a smart move that puts Hyundai in the same space as fashion drops and streetwear culture.
It’s a striking shift. A car brand selling limited-run clothing used to sound far-fetched. Now it’s an example of how retail media can be woven into physical brand experiences, driving both awareness and revenue. For marketers, it’s a reminder that brand spaces are increasingly doubling as sales channels.
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Jaguar delivered a sleek, high-touch experience, while MG grabbed attention with an anamorphic screen that stood out against a sea of polished set-ups. Even eBay got in on the act with a DJ-led install that brought a touch of festival energy to its automotive presence. The brand was cleverly promoting its car parts marketplace – a reminder that even utility-driven platforms can land big when they show up with the right cultural tone.
Chris Ambidge, chief growth officer at Collaborate Global, summed up the shift:
“We have six brand activations at Goodwood Festival of Speed this year, all doing immersive educational in fun, playful and different ways.”
Talking about his client Randox, he added:
“Randox do health care diagnostics for home consumers and we’ve created a digitally integrated solution that allows people to explore the benefits of preventative healthcare and diagnostics through a really simple app using AR within the stand space.”
Some B2B brands also made an appearance – a sign that face-to-face still holds value, even in more niche sectors. And premium drinks brand The Macallan used Bentley’s VIP rooftop for an impressive product showcase, proving that the luxury world knows exactly where its audience is spending the weekend.
Lynn Lester, SVP at The Drum, said: “If you ever needed living proof that experiential was alive and well, this was it. Hundreds of thousands of people braved the blistering heat to interact and play with what was on offer – even to sit in a super expensive car. If this is an insight into the innovation of the market, I can’t wait to see entries into the experiential section of The Drum Awards Festival this year.”
Automotive might not be the most obvious category for marketers, but events like Goodwood show just how important experiential and retail activation have become – especially when backed by data, limited products and a strong content strategy.
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