Goodwood Festival of Speed is one of the most prestigious motoring events in the UK. It is host to all of the leading Formula One racing teams, as well as some of the biggest names in motorsport like Lewis Hamilton and Nico Rosburg. Every major car manufacturer takes part, and there is a vast range of racing events including the renowned Hill Climb and many other off-road driving experiences. From rally cars, to super cars; from vintage cars, to concept cars… there is certainly something for everyone.
For Goodwood 2016, Audi asked We Are Social to manage its social channels to engage with fans at the event and at home. It was the first time we attended Goodwood Festival of Speed on behalf of Audi UK and despite the mud we had a great time! Our campaign had three phases; build excitement in the run-up to the event, covering the duration of the event from the heart of the action and finally create a ‘wrap’ video after the festival had ended.
We looked after our communities for the duration of the festival, sharing picture, offering information and advice, and heroing user-generated Audi content from the brand’s many fans.
We also invited over 100 fans who had shown a real passion for Audi to come to Goodwood. This community outreach was very kindly received and helped to get people excited and talking about the event.
Not only did we invite our fans to attend Goodwood, we also worked with a handful of influencers, giving them an exclusive and bespoke Audi experience so that they could also cover the event on their own channels. These influencers were Tom Howard, Mr. JWW and GadgetsBoy, who between them helped us to engage with new audiences, bringing our total reach across the Goodwood campaign up to 2.9 million people and accumulating a total of over 170,000 video views.
Overall, Goodwood Festival of Speed was a great success for Audi UK. We smashed our KPIs across all of our social channels and ended an exciting campaign with a happy client and some great content.
