Global experience agency, TRO, unveiled its experiential activation for BMW at the 2017 Goodwood Festival of Speed last week, which saw more than 200,000 attendees visit the automotive event over four days.

TRO’s concept for the German automotive brand’s main stand was housed within a four-tiered structure.

Experiential elements included a sensory experience that captured visitor’s emotional reactions as a GIF in response to BMW’s M4 exhaust. The stand offered an M gaming station, and a complimentary embossing personalisation with the purchase of a key ring.

The agency enlisted its creative technology department, TROi, to create a number of interactive elements for the stand. Visitors had the opportunity to place miniature products on touch screen table tops, which subsequently “came to life”, with product information, the opportunity to request a brochure and test drive as well as place an order for the vehicle.

TRO delivered BMW’s offering in the Stable Yard and the BMW Moving Motor Show where guests to the festival had the opportunity to drive up the renowned Hill Climb. In addition, TRO delivered the BMW Track Day, which was enjoyed by more than 100 people on the first day of the festival.

TRO was also responsible for the design, production and management of the neighbouring MINI stand, which featured a number of iconic models.