At this year’s Festival of Speed, automotive brands shifted gears from simply showcasing horsepower to creating immersive, commerce-driven experiences. The event became a playground for retail media innovation, blending entertainment, exclusivity, and direct sales opportunities.
Hyundai was a standout, offering an interactive activation where visitors completed branded challenges to unlock access to a private trackside grandstand — a clever reward-based engagement model. The brand also surprised attendees with a pop-up retail space featuring limited-edition apparel collections tied to new vehicle launches. Some of the clothing was event-exclusive, blurring the line between automotive branding and streetwear culture. What once seemed unconventional — a car brand selling fashion drops — now highlights how physical experiences can double as retail touchpoints.
Jaguar delivered a refined, design-focused showcase, while MG drew crowds with a massive anamorphic display that towered over neighboring exhibits. eBay brought a burst of festival energy to the event with a DJ-led activation promoting its car parts marketplace. The setup proved that even functional, utility-based brands can stand out by leaning into cultural relevance and experiential storytelling.
Chris Ambidge, chief growth officer at Collaborate Global, noted the growing appetite for hands-on engagement: “We’ve launched six brand activations here this year — all designed to educate and entertain in ways that feel playful and unexpected.” He also pointed to his client Randox, which offered visitors a chance to explore preventative healthcare through an augmented reality app that merged diagnostics with digital interactivity.
Beyond consumer-focused activations, several B2B brands made their presence felt — a reminder that in-person experiences remain powerful even in professional sectors. Meanwhile, luxury whisky brand The Macallan partnered with Bentley for an exclusive rooftop showcase, aligning craftsmanship and prestige in front of an affluent audience.
According to Lynn Lester, senior vice president at The Drum, the energy at the festival was proof that experiential marketing is thriving: “Thousands turned up in extreme heat just to engage with these activations — to test, play, and even sit inside million-dollar cars. It shows how much innovation and creativity are driving this space right now.”
Events like the Festival of Speed are redefining how marketers view automotive and lifestyle branding. The fusion of retail media, limited-edition products, and immersive content strategies is turning traditional brand showcases into dynamic, multi-channel commerce experiences — and proving that experiential marketing has never been more alive.
