We were tasked to create unique and engaging experiential activities which would help racegoers celebrate the 40th anniversary of Red Rum winning his third and final Grand National. Activities needed to have appeal for the broad and differing audiences that would be visiting during the three day Festival.
We created four engagement points at the event, offering different types of interaction and activity to improve the overall experience of the wide ranging demographic of race-goers for the festival.
Ride Rummy To Victory
Using green screen technology, we created an experience for people to take away a photo memento of them ‘riding’ Red Rum. We had two options – an individual iconic jump shot, and a group shot of them ‘cheering on’ Red Rum as he crossed the finish. With props including jockey silks and hats, we branded the photos with our unique hashtag #RedRum40 to encourage social sharing.
Red Rum Horsebox
We sourced and branded a retro replica horsebox of the one that Red Rum travelled in to the Grand National. We mounted a 4m x 3m screen to the side of the horsebox and created a 20 minute loop of found footage. This included private collection of VHS tapes as well as newly created content to educate and celebrate. Throughout the festival, we switched this into a live feed of the racing so racegoers could enjoy the races in situ at the Red Rum Gardens to really bring this area to life continuously.
Southport Sands 4D Experience
To pay tribute to the famous story about the salt from the seawater and sand healing Red Rum’s lame hoof before he went on to be the only triple winner in the Grand National history, we created an immersive 4D installation.
To ensure authenticity, we shot original footage of a thoroughbred training on the exact stretch of beach and overlaid it with a bespoke sound design. Installing a 6m x 2m LED screen within the Red Rum Gardens, we created a beach, complete with mist and scent machines to transport everyone who watched it to the beach.
Whilst the experiential activity took place in the Red Rum Gardens, Aintree was also keen to bring to life another part of the site. We took this brief and brought the famous jumps to the public by installing 100 units of grass seating, including sofas, bespoke tables, benches and cube seats.