The 25th anniversary of the motoring festival, organised by Goose Live Events, took place from 24-26 July, with a number of sponsors activating at the event.
Caterham Cars hosted a ‘drift’ experience for visitors, while JET sponsored an area called the Village Green, which featured a mini crazy golf course, funfair rides, a nine-metre high climbing wall and the return of the Scarf and Goggles pub, which has featured in previous years.
The undercover JET Fuels Hub housed a six-lane Scalextric track, Formula One simulator, Hook a Duck game and a vintage Mustang ‘selfie’ backdrop, while staff handed out much-needed ponchos to the crowds.
JET’s ambassador for 2015, racing driver Nick Hamilton - brother of Lewis Hamilton – was also on-hand to talk to visitors about his first British Touring Car Championship season.
In more detail
Speaking exclusively to Event, Pete George, managing director of UK & Ireland marketing for Phillips 66, which markets the JET brand, explained that the company got involved with Silverstone Classic for the first time last year.
"We were looking to revitalise our brand and get back in the face of the consumer," he said. "This event interfaces with our consumers, so we dipped our toe in the water last year, which was also JET’s 60th birthday."
George said the brand had "ramped up" its activity this year. "Fifty of our staff volunteered to come along about help out at the event, and we’ve had lots of engagement from visitors so we’ve been really pleased," he explained.
Mary Wolf, who will be taking over from George when he retires in September, said while being present at events such as this was partly about creating an association with the brand, it was very much about having people on the ground to talk to visitors and answer their questions.
"It’s great that this is a real family occasion," she added. "JET is a family brand, therefore this event is a really good fit for us."
JET was also handing out a total of £20k of Amazon vouchers over the three-day festival in exchange for feedback.
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