By Bekkah Frisch, Marketing Executive
Lamborghini is a brand that’s synonymous with luxury, speed, and exclusivity. To celebrate the brand’s 60th anniversary and the announcement of its first-ever plug-in hybrid V12 High-Performance Electrified Vehicle (HPEV), Lamborghini partnered with Web3 Pro, a leading NFT and Web3 marketing technology partner, to create a unique and engaging NFT campaign that would drive long-term value and engagement for its audience. The Epic Road Trip campaign was not just about selling NFTs, but about creating an experience that would keep collectors hooked for life.
The Epic Road Trip was an 8-month Web3 marketing campaign designed to celebrate Lamborghini’s most iconic models. Monthly NFT drops showcased a single vehicle in a variety of environments, highlighting unique details and the various capabilities of their models in every NFT.
Collectors were incentivized to stay loyal, with unique digital and physical experiences over the course of the campaign. Each month, collectors of all three limited NFTs were given a silver token which doubled as a puzzle piece, while those who also purchased the rare NFT were rewarded with a gold puzzle piece. These puzzle piece holders were, in the short term, rewarded by early access to the next month’s drop and airdropped sketches from Lamborghini’s Head of Design. Over the long term, the completed puzzle revealed the first look at Lamborghini’s first-ever plug-in hybrid V12 High-Performance Electrified Vehicle (HPEV), in either a still image (for silver token holders) or a video file (for gold token holders). Other utilities were also provided over the course of the campaign as well to encourage lapsed users to re-join the campaign.
Gamification and other elements of the sort helped protect the campaign from the impacts of the crypto winter, which accelerated partway through the campaign and drove the transition from NFTs as speculative investment vehicles to NFTs as the keys to larger utilities.
The NFT campaign’s main objectives included reaching and engaging with a new audience, deepening the brand’s connection to its most ardent supporters and reinforcing key brand values, such as Lamborghini’s spirit of innovation.
Epic Road Trip Campaign Strategy + Methodology
To drive engagement and incentivize purchasers to become collectors, the campaign was driven by long-form gamification, with the promise of short- and long-term value for token holders. The campaign strategy and methodology were based on building upon the brand’s prestige by giving dreamers exclusive experiences and once-in-a-lifetime opportunities.
The campaign rewarded puzzle piece collectors with utilities over the course of the campaign as mentioned above, such as early access to each month’s drops. The real incentive, however, came for those who collected all eight silver or gold tokens. They became eligible to claim digital collectibles of Lamborghini’s first-ever plug-in hybrid V12 High-Performance Electrified Vehicle (HPEV) and, for gold tokens, a GLB of the model to virtualize the car in the metaverse. Another key differentiator for gold token holders: they unlocked an exclusive, in-person VIP tour of Lamborghini’s headquarters in Sant’Agata Bolognese for each holder and a guest.
But web3 is about more than making sales: it’s about building a strong community. The ERT audience congregated in Lamborghini’s dedicated web3 Discord server, which included token-gated channels to reward engagement and loyalty. Lamborghini executives held highly-anticipated AMAs for the general public and exclusive sessions for the brand’s most loyal supporters.
The campaign culminated with the brand’s 60th anniversary and the announcement of Lamborghini’s first-ever plug-in hybrid V12 High-Performance Electrified Vehicle (HPEV). Collectors of the brand’s silver tokens received a first look at the new model. Gold token holders also had the opportunity to book an exclusive VIP tour to Lamborghini’s headquarters in Sant’Agata Bolognese. Other utilities included a GLB file for use in web3 esports platforms, unique sketches from Lamborghini Head of Design Mitja Borkert, and commemorative Centro stiles.
The campaign was a huge success, with over 38,000 registered users, 7,700 users added to Lamborghini Web3 Discord, and a 10.5X campaign ROI with a majority of customers making multiple purchases. These metrics as a whole highlight the long-term value and engagement that the campaign drove.
However, the onset of a crypto winter midway through the campaign accelerated the transition from NFTs as speculative investments to utility-bearing tokens, which the Web3 Pro team had planned for. While this shift was anticipated, successful brands need to stay flexible with their web3 marketing strategy regardless of the timing of their project. Web3 natives hold strong community values; all projects in the space are expected to solicit and consider input from their community on project direction, regardless of brand prestige.
Lamborghini understood this, and so instructed the Web3 Pro team to begin sharing unique utilities as early as October 2022. The first short-term utility provided to collectors (aside from early access), the team airdropped an original sketch by Lamborghini Head of Design Mitja Borkert (shown below) as an NFT to users who held the limited and rare NFTs from the first two Epic Road Trip drops.
This strategy illustrates how the campaign was not just about buying and selling, but also about creating a community of loyal and engaged supporters who were passionate about the Lamborghini brand and its products. By providing collectors with exclusive access to behind-the-scenes content, virtual experiences, and once-in-a-lifetime opportunities, Lamborghini was able to create a sense of exclusivity and prestige around the brand that is currently unmatched in the automotive industry. The success of the campaign is a testament to the power of blockchain technology and its ability to create new and innovative marketing strategies that can revolutionize the way businesses interact with their customers. As more brands begin to explore the potential of NFTs and other web3 technologies, we can expect to see even more groundbreaking campaigns that redefine the way we think about marketing and branding in the digital age.
Key Results + Learnings from the Epic Road Trip Campaign
The Lamborghini Epic Road Trip NFT campaign was an undeniable success. Here are some of the key results and learnings:
38,000+ registered users: The campaign attracted a large number of users interested in Lamborghini’s brand and the exclusive digital collectibles on offer.
7,700 users added to Lamborghini Web3 Discord: The dedicated Discord server was the central hub of the campaign, where collectors could engage with the brand and each other. This high number of new users shows that the campaign was successful in building a strong community around the brand.
10.5X campaign ROI with $1.12M total GMV: The campaign generated an impressive $1.12 million in gross merchandise volume (GMV), resulting in a 10.5X return on investment (ROI) for Lamborghini.
24% of repeat buyers purchased 7+ digital collectibles: This statistic shows that the campaign was successful in creating a core group of collectors who were highly engaged and committed to acquiring as many digital collectibles as possible.
The onset of a crypto winter midway through the campaign accelerated the transition from NFTs as speculative investments to utility-bearing tokens, which the Web3 Pro team had anticipated and planned for as mentioned above. Brands need to stay flexible with their web3 marketing strategy and take feedback from the community seriously.
As a cautionary tale, Porsche launched their 911 NFT collection in early 2023 with new tech company road2dreams, but they did so without taking stock of the major shifts from NFTs as speculative investments to NFTs as utility-bearing tokens. Their launch, accordingly, drew intense backlash from the web3 community; the team had to shut down the mint because of an overall lack of traction.
This lack of community buy-in stemmed from a violation of Web3’s strong community values; all projects in the space are expected to solicit and consider input from their community on project direction, regardless of brand prestige. Brands—or their tech partners—are required to do their homework to understand the current state of the market. While Porsche was able to course-correct to avoid further criticism, luxury brands across sectors should take care to work with experienced tech partners who have a strong understanding of current web3 marketing strategies and community expectations.
In contrast, the Lamborghini campaign began sharing unique utilities with Epic Road Trippers as early as October 2022 to align with the expectations of the community. The first airdropped NFT, sent to collectors of the first two Epic Road Trip Campaign drops, was an original sketch by Lamborghini Head of Design Mitja Borkert.
Conclusion: On the Road to Greatness
The Lamborghini NFT campaign, The Epic Road Trip, is a prime example of how luxury automotive brands can leverage web3 technology and NFTs to create unique and valuable experiences for their customers. By embracing new technologies and innovative marketing strategies, Lamborghini was able to engage with its existing customer base and attract engaged fans to the brand.
The success of this campaign underscores the importance of community building in the web3 space. The Lamborghini Web3 Discord server was a crucial component of the campaign, providing a space for collectors to engage with each other and the brand. This community-building approach not only creates more loyal customers but also helps to build brand awareness, reputation, and hype. The Lamborghini Epic Road Trip campaign is an excellent case study for luxury automotive brands looking to explore the possibilities of web3 marketing. By taking a customer-centric approach, focusing on community building, leveraging the full capabilities of new technology, and ultimately tying those capabilities back to core brand values, players in the luxury automotive space can create unique, high-value experiences that engage with customers on a deeper level.
As for where Lamborghini plans to go next? The brand has plans to continue rewarding holders of the Epic Road Trip campaign tokens with utility over time to keep their most loyal followers engaged. The brand’s long-term web3 marketing strategy includes multiple prongs, such as digital collectibles (with and without gamification), gaming, and metaverse applications, all driven by what the community voices as most important.