Speed & Strategy

Each summer, the Goodwood Festival of Speed transforms Sussex into a playground where automotive heritage meets innovation. But this year felt different. Goodwood 2025 wasn’t just about the cars it was a showcase of how brands can build deeper audience experiences through clever, creative marketing.

It’s a masterclass in how to think beyond sponsorship logos and static stands, and instead deliver participation, emotion, and memorable brand stories.

Hyundai, Bentley & eBay: Retail Media in Motion

Some of the most impressive brand activations came from Hyundai, Bentley, and eBay, who all moved far beyond traditional event sponsorship and leaned into immersive retail media.

Hyundai launched the high performance IONIQ 6 N with a stand that blended adrenaline and interaction. Visitors could test their skills in racing simulators, explore the car’s features through interactive tech walls, and engage digitally via the “N Pass,” a token that tracked visitor journeys and rewarded participation.

Hyundai didn’t just display a car, they invited audiences to experience the brand and walk away feeling part of it.

eBay created what felt more like an entertainment venue than a retail activation. Their two-storey Garage was packed with live DJ sets, hands-on challenges, and even a giant claw machine where visitors could grab real auto parts. They brought in familiar personalities from automotive culture to engage with audiences, making the space feel approachable and credible. It transformed eBay’s perception from an online marketplace to a central hub for car enthusiasts.

Bentley took a different approach, leaning into heritage and luxury. Their expansive pavilion was their largest ever at Goodwood, showcasing over 30 vehicles, including the UK debut of the Bentayga Speed and the Mulliner Batur Convertible.

Beyond simply displaying cars, Bentley immersed visitors in its craftsmanship story, offering hospitality experiences and bespoke curation opportunities.

Jaguar’s Type 00 Concept: Bold, Buzzworthy, Divisive

While many brands focused on interaction, Jaguar focused on conversation and it worked.

The debut of the Jaguar Type 00 was impossible to miss.

Its futuristic, polarising design drew crowds and instantly split opinion. Some called it a fresh, bold move; others felt it abandoned Jaguar’s traditional elegance. The vibrant blue and pink chrome finishes, combined with a strikingly minimal new logo, made it one of the most talked-about reveals at the festival.

From a marketing perspective, I think Jaguar executed this perfectly. They didn’t play it safe they leaned into the controversy. And that’s a reminder that sometimes, the goal isn’t universal approval, it’s attention and emotional engagement. In an era of countless EV reveals, Jaguar ensured theirs would dominate both media coverage and attendee conversations.

Why This Matters

This year at Goodwood showed that experiential marketing has evolved and it’s setting new standards.

Successful brands weren’t just there to “show up.” They built spaces that people wanted to enter, explore, and share. They didn’t interrupt the event, they became part of the experience. Hyundai merged digital and physical engagement seamlessly; eBay gamified retail; Bentley created spaces that reflected brand values; and Jaguar sparked dialogue that extended far beyond the event itself.

The key takeaway for marketers?

If you want your brand to cut through the noise, you need to think holistically: build moments that invite participation, create environments where people can feel the brand’s essence, and design your activation so that it generates content opportunities that extend the life and reach of the campaign.

Final Thoughts

Goodwood 2025 confirmed what I strongly believe: the most effective marketing today is experiential, participatory, and memorable.

As brands face growing competition for attention, these are the activations that stand out not because they were loud, but because they were thoughtful, well-executed, and immersive.

If you’re planning your next campaign, think about how you can create something people will talk about, share, and remember, not just something they’ll walk past.

I’ll be unpacking more examples of campaigns that blend creativity and commercial thinking right here at Eaton on Marketing.