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BMW and Mini at Goodwood

Oversaw project management of concept development and live implementation of two large-scale premium brand activations with two distinctive BMW and MINI experiences. 


Brief objective was to ensure maximum activation stand out for both brands at Goodwood’s Festival Of Speed, drive brand reappraisal and create a memorable and fun experience. Main challenge was a tight two-month deadline to deliver such a huge logistical project.


For BMW, changing brand perceptions and creating a vibrant and emotive product experience of the full range was key. A 20m x 25 two-storey pavilion was created to display eight cars and BMW Lifestyle Boutique.  A huge 10m wide interactive LED Dashboard worked as a ‘clock tower’ with a real-time feed of socially aggregated content, pulling relevant hashtags across Twitter and Instagram, streaming brand and event schedule information. The structure also hosted interviews with brand ambassadors, Jake Humphrey and Tiff Needell and an exclusive upstairs Owner’s Lounge, with premium hospitality with commanding views over the Festival.


For the MINI experience, showcasing their tech credentials and innovative consumer engagement was key. A second 20m x 25m structure hosted a bespoke driving simulator allowing consumers to experience the thrill of racing up Goodwood’s legendary Hill climb behind the wheel of one of 3 new 3-door MINI Hatch models. An interactive video wall encouraged consumers to live Instagram. Six new MINI models were presented including a winning Paris-Dakar Rally car and the UK debut of the latest John Cooper Works concept vehicle.


The result was record attendance of over 90k stand visitors, over 11k visitors to the BMW MINI Owners Lounge and a Facebook reach increase from 22,682 to 116,945 for MINI.

Client / 


Agency / 

iris Worldwide

Project duration / 

9 months

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