ReadySet Transforms the Silverstone “Lap of Lights”

Racing into the Holidays: ReadySet Transforms the Silverstone “Lap of Lights”

How a custom-branded interactive scavenger hunt brought new layers of gamification and fan engagement to the iconic British circuit.

Silverstone Circuit is world-renowned as the home of British motor racing, a place defined by speed and adrenaline. But during the holiday season, the track undergoes a magical transformation into the Lap of Lights, an annual event where families drive their own vehicles through a mesmerizing display of Christmas installations.

This year, to elevate the attendee experience from a passive drive to an active adventure, ReadySet partnered with ADI.tv, industry leaders in digital installations. Together, we turned the historic circuit into a giant, gamified winter wonderland.

‍

Beyond the Spectacle: Gamifying the Iconic Circuit

While the light installations are a feast for the eyes, Silverstone and ADI.tv wanted to give visitors a way to interact more deeply with the environment. ReadySet provided the solution: a custom-designed app experience that served as a digital companion for the journey.

The app featured:

• Silverstone-Branded Maps: A sleek interface that guided families through the circuit’s turns, customized with snowy themes and festive Christmas elements.
• Holiday Trivia & Challenges: As cars moved through the route, the app triggered location-based trivia and photo challenges, encouraging families to capture and share meaningful moments.
• All-Ages Engagement: By introducing these interactive layers, the Lap of Lights saw a significant increase in engagement across all demographics, from young children to long-time racing fans.

A Partnership in Innovation

The collaboration with ADI.tv allowed for a seamless bridge between physical digital displays and the personal devices of every visitor. This synergy is exactly how ReadySet helps large sports venues and arenas breathe new life into non-interactive installations.

As Senior Creative Producer at ADI.tv put it: "ReadySet helped us turn Lap of Lights into an interactive adventure. The Lap Quest drove huge engagement, with strong completion rates and outstanding guest feedback. A brilliant platform for live events."

Real-Time Insights and Reputation Management

Beyond the fun and games, the ReadySet platform served as a powerful tool for event organizers to gather data and protect the event’s online reputation. By integrating a feedback loop directly into the app, Silverstone achieved two core objectives:

1. Actionable Improvements: While the feedback was overwhelmingly positive, the app captured specific, high-value suggestions from participants. These "on-the-ground" insights provide a clear roadmap for making next year’s event even better.
2. Reputation Guarding: The app provided a private channel for users to voice their thoughts. This allowed Silverstone to address concerns and gather sentiment directly, ensuring that the feedback cycle remained productive without negatively impacting public ratings on platforms like Google Reviews or Yelp.

‍

The Future of Fan Experiences

The success of the Lap of Lights demonstrates that any venue – no matter how large or traditional – can be transformed into an interactive playground. By layering gamification over physical infrastructure, ReadySet helps partners like Silverstone and ADI.tv create deeper connections with their audiences.

As the lights dim on another successful holiday season, we’re already looking forward to how we can continue to gamify the world’s most iconic locations.

‍