Web3 Pro brand marketing with collectible NFTs for Lamborghini

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.

 

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:

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:

  • 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.

Winners

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

Campaign Review

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 is now increasing its digital focus on brand awareness through the sales of unique drops, community engagement campaigns, and gaming opportunities.

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