by Bekkah Frisch, Marketing Executive, Web3 Pro
Web3 Pro, a leading web3 martech platform that helps brands create and deliver Web3 marketing strategies, helped Lamborghini enter the world of web3 marketing with a brand campaign that combined innovative gamification and collectible NFTs to drive consumer engagement and brand awareness, in accordance with contemporaneous trends in the web3 space.
In its creative marketing campaign, the Italy-based luxury automotive company auctioned off five tangible items that were paired with digital art pieces in the form of NFTs. In addition, pieces of carbon fiber that had been sent into space in 2020 were incorporated into the NFT offering–a successful early example of how digital collectibles can be used to bridge the divide between physical and digital worlds. These “space keys” were carbon fiber squares housed in a special case and engraved with individual QR codes. The codes correspond to the accompanying digital artwork created by the artist Fabian Oefner, who is known for his series of mind-bending photographs highlighting the mechanical world.
Marketing Campaign Highlights
The Lamborghini NFT sale generated significant interest across social media and on the Web3 Pro website. A total of 260,181 people were reached across social media platforms. The Instagram daily breakdown was as follows:
|Nov. 30, 2021||46,860||588|
|Dec. 21, 2021||425,504||1,050|
|Jan. 4, 2022||276,603||1,107|
|Jan. 14, 2022||153,172||644|
|Jan. 18, 2022||223,937||1,106|
|Jan. 20, 2022||166,741||572|
|Jan. 27, 2022||475,843||1,997|
|Feb. 1, 2022||253,475||513|
The website received 2,433,499 total visits which included 2,403,192 total page views and 67,244 total visitors. During the live auction, Web3 Pro’s website received 14,500 daily visitors from a total of 34,025 unique IP addresses. The average visit time was 16:27 minutes.
RM Sotheby’s managed the auction and posted to its followers across social media, which achieved the results below:
- 236,000 Instagram followers
- 500,000 Facebook followers
- 24,700 Twitter followers
- 6,700 LinkedIn followers
RM Sotheby’s also sent two email blasts to their more than 35,000 clients, and the video featured on its website homepage received 26,000 views during the auction. The campaign gained several press mentions on sites such as The Verge, USA Today, and TechCrunch.
At this time in the web3 industry, NFTs were most often viewed as speculative investment vehicles; therefore, campaign goals focused heavily on financial objectives. In that regard, there were 6,239 registered users in the auction and 52 of them made a bid. The total gross sales were $659,636, and Lamborghini netted $236,644. Winners included:
- T+0071s – $150,000: Ashok Rajwani, Johannesburg, South Africa
- T+0072s – $70,000: Brock Wood, Utah, U.S.A.
- T+0073s – $110,000: Vincent Colon, Utah, U.S.A.
- T+0074s – $126,000: Rutger Janse, Monaco
- T+0075s – $203,636: Ashok Rajwani, Johannesburg, South Africa
What went well:
- Teaser campaign on social media
- Press coverage
- The auction process
- Partnership with artist Fabian Oefner
- Teamwork between Web3 Pro, Lamborghini, Fabian Oefner, and RM Sotheby’s in promoting to their own individual communities
- The creation of a unique NFT that made a statement
- Overachievement of financial targets
How to add further value in future campaigns:
- While social network marketing worked well, traditional marketing should be added too
- Influencer marketing and email campaigns to be included
- Leverage the Lamborghini Unica app to alert customers
- Consider adding cross-promotions through existing Lamborghini partnerships/sponsors
Using the auction’s success as an entry point, Lamborghini increased its digital focus on brand awareness through the sales of unique drops, community engagement campaigns, and gaming opportunities. As the market and community shifted towards a preference for NFTs with utilities, Lamborghini’s web3 strategy shifted accordingly. Holders of The Epic Road Trip campaign NFTs have been rewarded with utilities ranging from unique airdropped sketches by Lamborghini’s Head of Design to exclusive in-person VIP tours of the luxury automotive brand’s headquarters in Sant’Agata Bolognese and a GLB file of the brand’s first-ever plug-in hybrid V12 High-Performance Electrified Vehicle (HPEV).