The Business Challenge
This year’s 23rd Goodwood Festival of Speed had no trouble living up to its ‘Flat out and Fearless’ theme. Running from 26th to 28th June it yet again proved its credentials as one of the world’s finest motorsport events, combining a hillclimb competition with displays of modern and classic cars and bikes, attracting 180,000 visitors to the Goodwood estate over four action packed days.
StoryStream were thrilled to be integrated at the event, online and offline, with three of our customers: the event hosts Goodwood, Porsche and McLaren.
Within a busy and varied event calendar, Goodwood’s motorsport activities take top billing, with FOS catering for a worldwide audience. Goodwood recognise that creating a superior event experience is vital to delivering outstanding value to visitors, automotive partners and exhibitors. They are always looking for innovative ways to achieve this objective and as a result #FOSLive has become integral to their marketing strategy.
For global brands like Porsche, FOS is a key date in the calendar, a much anticipated event from which to showcase its latest models to a captive and discerning audience. However with twenty eight leading automotive manufacturers in attendance, the necessity to create a stand-out exhibition stand and engaging experiential destination was key, as was demonstrating return on investment. Porsche also required a central website destination from which to amplify its attendance at FOS, capture positive sentiment being shared by visitors at the event via event hashtags and engage its communities of advocates and followers from around the world unable to attend the event in person.
2015 was Goodwood’s fourth and finest year of using StoryStream as an integral part of their marketing strategy for FOS. Using our API solution, they created an all encompassing destination on the Goodwood Road & Racing website where people worldwide could follow the action of the weekend. A sponsor panel sat at the top of the page which live streamed the races and interviews from the Goodwood Estate, whilst the content below was a mixture of user-generated and exhibitor content. Whilst this engaged people who were unable to attend the festival, onsite Goodwood used call to actions with their well known hashtag, #FOSLive to encourage people to be part of the story.
Socially driven experiential activities, including a Graffiti Wall competition, were integral to the Porsche on-stand experience at FOS, encouraging visitors to share their moments via the hashtag #porschelive to contribute to the brand story.
Using the StoryStream API, Porsche showcased the Goodwood Live story on the homepage of their website. It was displayed in a scrolling live stream of brand and user generated content that best encapsulated the Porsche FOS 2015 brand and visitor experience as it unfolded. Website users wanting to explore the story at a deeper level could choose to view the full story via a dedicated full page social hub. The story was also showcased on a large format video screen that took centre stage on the exhibition stand to amplify the story to visitors at the event.
Porsche reported 18,019 uses of the hashtag #porschelive over the duration of the event with over 2,000 visitor interactions at the Graffiti Wall Megabooth installation. The Porsche GB website saw 55,000 views of the homepage live stream with a further 11,000 views of the full page social hub and mobile web app.