After a successful seven-month NFT campaign, Lamborghini is ending its “Epic Road Trip” with a bang. The iconic Italian automotive brand will be releasing a 60th-anniversary digital collectible, which will be available to attendees of Lamborghini‘s IRL celebrations and those who visit Lamborghini dealerships via a QR code. The company will also be airdropping the commemorative collectible to collectors who have acquired two or more NFTs from the previous eight monthly drops throughout the campaign.
But that’s not all, as all holders of the commemorative NFT will also get an exclusive AMA-style session with senior Lamborghini executives to discuss the brand’s history and future. Lamborghini’s Epic Road Trip NFT campaign is set to conclude on March 20, 2023.
Looking Back at Lamborghini’s First Major Foray into Web3
As Lamborghini’s Epic Road Trip NFT campaign reaches its conclusion, the company is reflecting on its first major foray into the Web3 space. While Lamborghini has previously dabbled in NFTs by teaming up with Swiss artist Fabian Oefner to release a series of five Lamborghini Ultimae collectibles in January of last year, the Epic Road Trip campaign signaled the brand’s long-term interest in blockchain-based tech.
“Lamborghini’s commitment to innovation extends beyond our super sports cars and into all aspects of our business – especially as we reach younger generations,” said Lamborghini’s Marketing Director Christian Mastro in a press release. “The Epic Road Trip is the latest example of our unconventional approach, which has powered us for six decades. As we celebrate 60 years of forward-looking attitude, we want to reward customers and fans of the past, present, and future for their loyalty – giving them the chance to get further involvement and connection with the brand.”
The company emphasized that the Epic Road Trip is only the beginning for the brand as it continues to explore ways to engage with its fan and customer base via Web3.
What’s Next for Lamborghini in the Web3 Space?
As car enthusiasts keep a close eye on their favorite brands experimenting in the Web3 space, Lamborghini has taken a slower and steadier approach to NFTs over the last year. This piecemeal strategy may pay off for the brand, as it results in a more organic formation of a Web3 consumer base that has confidence in the company’s ability to deliver collectibles worth their while.
However, as bull-market sentiment begins to gather steam in the Web3 space in 2023, Lamborghini’s next NFT play will be under increased scrutiny. It’s important for automotive brands to approach Web3 from a native Web3 perspective to navigate the market successfully, as seen in Porsche’s case when they launched their first NFT collection in January. The backlash from the NFT community was significant due to the high mint price and the brand’s perceived lack of transparency and communication with Web3 natives.
As Lamborghini continues to explore ways to engage with its fan and customer base via Web3, it will be interesting to see what the brand has in store for its next NFT play. For now, we eagerly await the conclusion of the Epic Road Trip NFT campaign and the release of the commemorative drop.