Experiential marketing agency TRO has worked with BMW and MINI to create interactive and participatory brand experiences for automotive fans at Goodwood Revival 2024.

Taking place 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’.

BMW’s experience, ‘Racing Through Time’ focuses on gamification, taking petrolheads back in time to a nostalgic arcade and multi-player game portal, one that requires them to solve multiple challenges.

From popcorn and gumball machines, to tattoo studios – the experience includes various vintage delights and surprises and offers attendees the opportunity to get hands on with the new BMW i5 Touring and explore the latest in-car gaming technology for themselves.

At the MINI stand, car fans are immersed in a retro style (and bubble filled) laundrette, inspired by self-serve detergent stations in 1940s-50s. The stand features 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-favourite: spin-to-win machine.

Washing machine drums have been transformed into mesmerising screens, showcasing MINI’s latest OLED display technology – playfully demonstrating the brand’s commitment to blending tradition with innovation.

Tara Allen M Grey, head of client services, said: “Goodwood Revival is an event like 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, we can’t wait to transport attendees back in time while simultaneously celebrate the future of the industry. This year’s event promises to tap into automotive passion through innovative and exciting experiences.”