The Business Challenge
Lord March and his team at the Goodwood estate have become globally renowned for the impact and professionalism of their events.
Within a busy and varied event calendar, it’s the motorsport activities that take top billing, with the Festival of Speed, the Revival and, most recently, the Goodwood Members’ Meeting catering for a global audience.
Recognised as the best of their type in the world, all three events require huge investment and have to deliver outstanding value to attendees, exhibitors and commercial partners. To achieve this, the Goodwood team recognised that their events could no longer be constrained by the physical limits of being held at Goodwood over a few days each year. They needed to become live global events, creating real-time engagement beyond the walls of the Goodwood Estate.
How StoryStream Works For Goodwood Live
Each event uses StoryStream to drive reach and engagement, both inside and outside the event. The StoryStream API is used to display the best live Brand and user-generated content as a home-page takeover on the event website, immediately creating a global event that has a powerful story to tell in the build-up, during and post event.
For each event, the promoted ‘live’ hashtag ensures that the fabulous user-generated content can be collected and simply and quickly published in real-time by the Goodwood team, using the StoryStream CMS, LaunchPad.
For the Festival of Speed the promoted hashtag #FOSLive ensures that not only can StoryStream surface UGC from the audience inside the event, but that wherever you are in the world you can join in the conversation and be part of the story.
The impact for Goodwood’s partners is massive. The sums invested by commercial sponsor partners and the exhibiting brands are very significant. Nearly every global car manufacturer is represented with a stand that would not look out of place at an international motor show.
StoryStream transforms their ROI. Their return is no longer limited to impact that they have on a passing audience over the course of a long weekend. With Goodwood Live their event and content investment is immediately global, with a story that’s being co-created by fans, customers, influencers and the brand itself.
Goodwood’s paying guests and global fans are massively more engaged, with the impact of being able to co-create and absorb the developing story in real-time very clear. Compared with equivalent static Goodwood content the StoryStream powered live content consistently delivers 3.5 times the dwell time.
Post event Goodwood use the StoryStream as an archive to connect to the next year’s edition, driving website traffic to ticket purchase, whilst all the time building hashtag equity.