Automobili Lamborghini
The Epic Road Trip
NFT collection launch leading up to 60th Anniversary
Media
Challenge & Opportunity
How does a 60-year heritage luxury brand appeal to younger, tech-savvy audiences in a way that's as exclusive as their cars? Lamborghini needed to onboard crypto-natives and the next generation into their community while celebrating their 60th anniversary and hybrid era transition.
Scope & Decisions
Gamified 8-Month Journey Architecture
Managed long-form campaign with monthly drops building to Revuelto reveal. Each month featured 4 NFTs celebrating specific Lamborghini models. Retention strategy included progressive rewards: early gold drop access, commemorative airdrops, Centro Style sketch by Head of Design Mitja Borkert, and more.
Physical-Digital Experience Strategy
Bridged Web3 with IRL exclusivity: token-gated Discord channels, live AMAs with top management, preview access to new models, and invitation to Lamborghini headquarters tour. Demonstrated that NFT utility extends beyond digital - creating authentic brand moments that mirror the exclusivity of owning a Lamborghini.
Community Co-Creation Strategy
Implemented real-time feedback loops via Discord, social channels, and marketplace data. Enabled rapid pivots in pricing and utility strategies based on community input.
Impact & Results
Tools
Specific Data & Analytics work
See SQL and Python projects