Sky Sports F1 and RPM activate at Goodwood

Sky has commissioned its marketing communications agency, RPM, to develop activation that promotes its dedicated Formula 1 channel – Sky Sports F1 – by tapping into the audience of motor sport enthusiasts that attend The Goodwood Festival of Speed.

The activity centres on a two-floor 5mx8m halo structure that was designed and delivered by RPM. The space hosts a competition-focused interactive screen experience; a viewing platform and a map that makes guests feel more connected to F1 by illustrating the distance between Goodwood and the world’s most famous racing tracks. The ground-floor houses Sky experts using iPads to answer any questions people may have about Sky and, in particular, show existing customers how easy it is to set up Sky GO on their mobile devices. The interactive green screen experience lets guests choose from a selection of backgrounds, including a uniquely designed driving scene. Once guests have been photographed against their chosen scene, they are entered into a draw to win an annual Sky Sports subscription. The upper deck acts as a viewing platform where visitors can watch The Hill Race and absorb the festival’s atmosphere. The ground floor front wall houses an outdoor screen showing Sky Sports footage. Additional screens will surround the experience.

Sky’s director of promotions and partnership marketing, Bob Suppiah, said: “The Goodwood Festival of Speed is the home of motor sports enthusiasts in the UK. RPM has done a fantastic job of creating a must-attend experience and we’re confident their work will place Sky Sports at the forefront of festival-goers’ minds.”

RPM’s MD, Dom Robertson, said: “The Goodwood Festival of Speed is dominated by big auto brands, so it can be hard to stand-out. But by integrating truly useful and engaging elements like a viewing platform and an interactive screen experience, Sky’s stand will prove a popular place to be.”