Lamborghini to end eight-month NFT campaign with special drop

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yellow lamborghini aventador on gray asphalt road during daytime, tags: nft special - unsplash
yellow lamborghini aventador on gray asphalt road during daytime – unsplash

Automobili Lamborghini will conclude its eight-month NFT campaign, “The Epic Road Trip,” by distributing a 60th-anniversary digital collectible and special airdrops to its most loyal collectors.

The commemorative collectible will be available to anyone who attends Lamborghini’s 60th-anniversary celebrations on May 6, 2023, and those who use a QR code to visit Lamborghini dealerships.

The collectible will also be airdropped to individuals who gather two or more NFTs during the eight-month campaign.

Those who purchase the commemorative NFT will be invited to an exclusive Ask Me Anything (AMA) style session with top Lamborghini officials to learn more about the company’s past, present and future.

More details about the campaign

The company will also reward collectors of The Epic Road Trip with a range of utilities and experiences based on their ownership level. These include collectors-only Discord community or channel access and exclusive wallpapers for phones and desktops.

In addition, the collectors will receive a Centro Stile sketch from head of design Mitja Borkert, Lamborghini GLB files for metaverse use, an exclusive VIP tour of the Lamborghini headquarters in Sant’Agata and an early first look at the latest Lamborghini model.

While the brand has previously experimented with NFTs, collaborating with Swiss artist Fabian Oefner to produce a set of five Lamborghini Ultimae collectibles in January of last year, the Epic Road Trip underlines the brand’s long-term interest in blockchain-based technology.

According to marketing director Christian Mastro, Lamborghini’s “commitment to innovation extends beyond its super sports cars” and into all facets of the business, particularly as it reaches younger generations.

“Lamborghini’s commitment to innovation extends beyond our super sports cars and into all aspects of our business — especially as we reach younger generations.”

Christian Mastro, marketing director at Lamborghini

Mastro said that The Epic Road Trip is the latest example of the company’s nontraditional approach, which has kept the company going for 60 years.

While Lamborghini won’t officially turn 60 until early May, fans worldwide are already throwing parties in anticipation.

The Japanese Suzuka Circuit racetrack saw around 280 Lamborghinis on February 23. Almost two hundred and fifty of the vehicles took part in a parade around the circuit, setting a new Guinness world record for the “biggest parade of Lamborghini cars.”

The automotive industry in the digital space

In January, Porsche released its first NFT collection, which got a lot of negative feedback from the NFT community because of its high mint price and a lack of transparency and communication with Web3 natives.

In response to the backlash, the Porsche team said it would reduce the original 10,000 NFT supply and stop making new ones to create “the best experience for an exclusive community.”

The move has been successful, as the current floor price of the 2,363-piece collection is 1.939 ETH (around $2,900), and the collection’s secondary market volume is 8,951 ETH (around $14 million). The takeaway is unchanged, though — car companies who view Web3 via a Web2 lens will struggle to compete.

Lamborghini chose a slower and more steady approach to NFTs. As a result, a more organically formed Web3 consumer base that has faith in the company’s capacity to give them collectibles that are worth their money emerged.

Lamborghini

Automobili Lamborghini S.p.A. is an Italian manufacturer of luxury sports cars and SUVs based in Sant’Agata Bolognese. The company is owned by the Volkswagen Group through its subsidiary Audi. (wikipedia)

History of Lamborghini

Automobili Lamborghini S.p.A. is an Italian brand and manufacturer of luxury automobiles. Lamborghini’s production facility and headquarters are located in Sant’Agata Bolognese, Italy. (wikipedia)

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