The alpha:
- After a seven month NFT campaign, lamborghini cars is wrapping up its ‘Epic Road Trip’ release with a 60th anniversary digital collectible and special airdrops for its most loyal collectors, according to a company press release shared with NFT Now.
- The celebratory collectible will be available to those attending any of Lamborghini IRL’s 60th Anniversary celebrations, as well as those visiting Lamborghini dealerships via a QR code. The commemorative collectible will also be airdropped to those who collected two or more NFTs out of eight separate monthly drops throughout the campaign.
- All holders of the commemorative NFT will have access to an exclusive AMA-style session with top executives from Lamborghini to discuss the history and future of the brand.
dive deeper
With the final launch of Lamborghini’s Epic Road Trip NFT campaign taking place on March 20, the iconic automotive brand is looking back on its first big foray into the Web3 space. While the company has dabbled in NFTs before, partnering with Swiss artist Fabian Oefner to launch a series of five Lamborghini Ultimae collectibles in January last year, Epic Road Trip signaled the brand’s long-term interest in the technology based on blockchain.
“Lamborghini’s commitment to innovation extends beyond our supercars and encompasses all aspects of our business, especially as we reach out to the younger generations,” Lamborghini chief marketing officer Christian Mastro said in the press release. . “The Epic Road Trip is the latest example of our unconventional approach, which has driven us for six decades. As we celebrate 60 years of forward thinking, we want to reward past, present and future customers and fans for their loyalty by giving them the opportunity to engage and connect more with the brand.”
In the press release, the company emphasized that while the Epic Road Trip is coming to an end, this is only the beginning for the brand as it continues to explore ways to engage with its fan base and customers through Web3.
while the official 60th anniversary of the company will occur on May 6, 2023, Lamborghini enthusiasts around the world are already celebrating. On February 23, more than 280 Lamborghinis assembled at the Suzuka Circuit racetrack in Japan. In all, 251 of the cars took part in a parade around the race track, officially making it the “biggest parade of Lamborghini cars,” according to Guinness World Records.
Whats Next
Car enthusiasts are watching closely as their favorite brands are increasingly experimenting in the Web3 space. In January, Porsche launched its first NFT collection and received significant criticism from the NFT community due to its high price of mint and the perception of lack of transparency and communication of the brand with the natives of Web3. Following the backlash, the Porsche team announced that it would reduce the original supply of 10,000 NFTs and stop the mint, saying it wanted to foster “the best experience for an exclusive community.”
The course correction appears to have worked; the floor price of the 2,363-person collection currently stands at 1,939 ETH ($2,900) and has generated 8,951 ETH (just shy of $14 million) in secondary market trading volume. The lesson remains though: if automotive brands approach Web3 from a web2 lens, they are likely to find it difficult to navigate the market.
Lamborghini has taken a slower and steady approach to NFTs over the past year, and that piecemeal strategy could pay off for the brand. The result is a more organically formed Web3 consumer base that trusts the company’s ability to deliver worthwhile collectibles. And as bull market sentiment begins to gather steam in the Web3 space as 2023 progresses, Lamborghini’s next NFT play will be its most scrutinized yet.
