How does a brand like Lamborghini use emerging technology to engage Lamborghini drivers as well as the larger, global aspirational community without compromising its exclusive DNA?
The answer. A provocative PR launch, desirable digital art and a tiered membership program worth getting excited about.
BUILD HYPE
To show that they mean business in the web3 space, Lamborghini collaborate with Autoglyphs, the 'Lamborghini' of digital art collections, and unveil a custom-built Autoglyphs-themed booth at Miami Art Basel. This partnership highlights the brand's intent to maintain its prestigious values as it ventures into the digital space. The booth is also where potential buyers can view the 1/1 custom Autoglyph-themed Lamborghini going on auction the same weekend.
DRIVE FOMO
A legendary model paired with a legendary artwork.
Lamborghini auction off the 1/1 model with custom detailing at Sotheby’s, exclusively available to existing Lambo owners.
Lamborghini auction off the 1/1 model with custom detailing at Sotheby’s, exclusively available to existing Lambo owners.
OPEN THE DOORS
Alongside the auction, Lamborghini releases an Open Edition digital artwork available to the general public. The artwork is low-cost to mint and has an unlimited supply but is only available for a limited period, giving aspirational fans a short window of opportunity to own something special from the exclusive brand.
DIGITAL MEMBERSHIP
To design the digital membership tokens, we proposed creating digital artwork that would reflect the Lamborghini brand's values in every possible way. We achieved this by working with world-renowned generative artist Tyler Hobbs.
TIER 1
70% of the supply would be reserved for existing Lambo drivers, who would input data from the car model/s they owned to influence the final design.
70% of the supply would be reserved for existing Lambo drivers, who would input data from the car model/s they owned to influence the final design.
TIER 2
The remaining 30% would be publicly available to aspirational Lamborghini fans wanting to be part of this exclusive community.
The remaining 30% would be publicly available to aspirational Lamborghini fans wanting to be part of this exclusive community.
A multi-tiered token ecosystem allows Lamborghini to maintain exclusivity at the highest level while still leaving the door open for a broader, aspirational audience.
UTILITY
Driving a Lamborghini opens doors to an exclusive range of benefits. The digital membership is an extension of this idea. Holders of these membership tokens are given access to Lamborghini events and experiences but also highly desirable, money-can't-buy products and experiences, made in partnership with luxury brands that mirror Lamborghini's spirit and values.
