by Bekkah Frisch, Marketing Executive, Web3 Pro
Web 3 Pro, a leading Web3 martech platform that helps brands create and deliver Web3 marketing strategies, is helping Lamborghini enter the world of metaverse marketing with a brand campaign that combines innovative gamification and collectible NFTs to drive consumer engagement.
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. These “space keys” are 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.
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:
Date | Likes | Comments |
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, 2002 | 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:
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.
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:
What went well:
How to add further value in future campaigns:
Using the auction’s success as an entry point, Lamborghini is now increasing its digital focus on brand awareness through the sales of unique drops, community engagement campaigns, and gaming opportunities.