Event TV: TAG Heuer and Martini activate at Goodwood

A variety of brands from outside the automotive industry activated at Goodwood Festival of Speed last week (25-28 June), including TAG Heuer and Martini.

Alongside its VIP Drivers' Club installation, the Swiss watchmaker created a consumer-facing stand that also acted as a pop-up shop. A number of its timepieces were on display to try on and purchase, while a station was staffed by watchmakers who provided advice and fittings.

Guests could also have a go in racing simulators powered by Gran Turismo and PlayStation, test their reflexes on the Batak wall and interact with a miniature version of the Goodwood track, which was complete with racing cars.

Visitors who posted a photo to Instagram using the hashtag #TAGHeuerGoodwood could visit the stand throughout the day and collect a print of their picture.

Elsewhere, drinks brand Martini selected a spot next to big name auto brands such as Mini and Renault. Its activation featured a bar, which served up a number of different cocktails, a retail section in partnership with Hackett London as well as indoor and outdoor seating areas.

Its main attraction, however, was its Teatro 5 experience, which allowed guests to create a 10-second long classic film using vintage props and clothes. The clip could then be shared on social media.

Other, non-auto brands that created live experiences at Goodwood included Shell, Canon and Cartier, the latter of which hosted an exhibition of vintage cars.

More from Goodwood: Blog - The winning brand activations at Goodwood

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