The Alpha: <\/h2>\n\n- After a seven-month NFT campaign, Automobili Lamborghini<\/a> is bringing its \u2018Epic Road Trip\u201d drop to a conclusion with a 60th-anniversary digital collectible and special airdrops to its most consistent collectors, according to a company press release shared with nft now. <\/li>\n
- The celebratory collectible will be available to those who attend any of Lamborghini\u2019s IRL 60th anniversary celebrations as well as those who visit Lamborghini dealerships via a QR code. The commemorative collectible will also be airdropped to those who collected two or more NFTs from the eight separate monthly drops throughout the campaign.<\/li>\n
- All holders of the commemorative NFT will be granted access to an exclusive, AMA-style session with senior Lamborghini executives to discuss the brand\u2019s history and future. <\/li>\n<\/ul>\n
\nDive deeper<\/h2>\n
With the final drop of Lamborghini\u2019s Epic Road Trip<\/a> NFT campaign taking place on March 20<\/a>, the iconic automotive brand is looking back on its first major foray into the Web3 space. While the company has dabbled in NFTs previously, having teamed up with Swiss artist Fabian Oefner to release a series of five Lamborghini Ultimae<\/a> collectibles in January of last year, the Epic Road Trip signaled the brand\u2019s long-term interest in blockchain-based tech. <\/p>\n\u201cLamborghini\u2019s commitment to innovation extends beyond our super sports cars and into all aspects of our business \u2014 especially as we reach younger generations,\u201d Lamborghini\u2019s Marketing Director Christian Mastro said in the press release. \u201cThe 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 \u2014 giving them the chance to get further involvement and connection with the brand.\u201d <\/p>\n
\nCredit: Lamborghini<\/figcaption><\/figure>\n<\/div>\nIn the press release, the company emphasized that, while the Epic Road Trip is reaching its conclusion, this is only the beginning for the brand as it continues to explore ways to engage with its fan and customer base via Web3. <\/p>\n
While the official 60th anniversary<\/a> of the company will occur on May 6, 2023, Lamborghini enthusiasts around the world are already celebrating. On February 23, more than 280 Lamborghinis gathered<\/a> at the Suzuka Circuit racetrack in Japan. In total, 251 of the cars took part in a parade around the racetrack, officially making it the \u201clargest parade of Lamborghini cars,\u201d according to Guinness World Records<\/a>. <\/p>\nWhat\u2019s next<\/h2>\n
Car enthusiasts are watching their favorite brands increasingly experiment in the Web3 space with a keen eye. In January, Porsche dropped its first NFT collection<\/a> and was met with significant criticism from the NFT community due to its high mint price<\/a> and the brand\u2019s perceived lack of transparency and communication with Web3 natives. In the wake of the backlash, the Porsche team announced<\/a>\u00a0that it would cut back the original 10,000 NFT supply and stop the mint, saying it wanted to foster \u201cthe best experience for an exclusive community.\u201d<\/p>\n\n![\"Two](\"https:\/\/nftnow.com\/wp-content\/uploads\/2022\/11\/PorscheFeatured-1200x673.png\")
Credit: Porsche<\/figcaption><\/figure>\n<\/div>\nThe course correction seems to have worked; the 2,363-strong collection\u2019s floor price currently sits at 1.939 ETH ($2,900) and has done 8,951 ETH (just shy of $14 million) in trading volume on the secondary market. However, the lesson remains: if automotive brands approach Web3 from a web2 lens, they will likely have a hard time navigating the market. <\/p>\n
Lamborghini has taken a slower and steadier approach to NFTs over the last year or so, and that piecemeal strategy could pay off for the brand. The result is a more organically-formed Web3 consumer base that has confidence in the company\u2019s ability to deliver collectibles worth their while. And as bull-market sentiment begins to gather steam in the Web3 space as 2023 progresses, Lamborghini\u2019s next NFT play will be its most scrutinized yet. <\/p>\n
In case you missed it:<\/h3>\n<\/p><\/div>\n
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Dive deeper<\/h2>\n
With the final drop of Lamborghini\u2019s Epic Road Trip<\/a> NFT campaign taking place on March 20<\/a>, the iconic automotive brand is looking back on its first major foray into the Web3 space. While the company has dabbled in NFTs previously, having teamed up with Swiss artist Fabian Oefner to release a series of five Lamborghini Ultimae<\/a> collectibles in January of last year, the Epic Road Trip signaled the brand\u2019s long-term interest in blockchain-based tech. <\/p>\n \u201cLamborghini\u2019s commitment to innovation extends beyond our super sports cars and into all aspects of our business \u2014 especially as we reach younger generations,\u201d Lamborghini\u2019s Marketing Director Christian Mastro said in the press release. \u201cThe 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 \u2014 giving them the chance to get further involvement and connection with the brand.\u201d <\/p>\n In the press release, the company emphasized that, while the Epic Road Trip is reaching its conclusion, this is only the beginning for the brand as it continues to explore ways to engage with its fan and customer base via Web3. <\/p>\n While the official 60th anniversary<\/a> of the company will occur on May 6, 2023, Lamborghini enthusiasts around the world are already celebrating. On February 23, more than 280 Lamborghinis gathered<\/a> at the Suzuka Circuit racetrack in Japan. In total, 251 of the cars took part in a parade around the racetrack, officially making it the \u201clargest parade of Lamborghini cars,\u201d according to Guinness World Records<\/a>. <\/p>\n Car enthusiasts are watching their favorite brands increasingly experiment in the Web3 space with a keen eye. In January, Porsche dropped its first NFT collection<\/a> and was met with significant criticism from the NFT community due to its high mint price<\/a> and the brand\u2019s perceived lack of transparency and communication with Web3 natives. In the wake of the backlash, the Porsche team announced<\/a>\u00a0that it would cut back the original 10,000 NFT supply and stop the mint, saying it wanted to foster \u201cthe best experience for an exclusive community.\u201d<\/p>\n The course correction seems to have worked; the 2,363-strong collection\u2019s floor price currently sits at 1.939 ETH ($2,900) and has done 8,951 ETH (just shy of $14 million) in trading volume on the secondary market. However, the lesson remains: if automotive brands approach Web3 from a web2 lens, they will likely have a hard time navigating the market. <\/p>\n Lamborghini has taken a slower and steadier approach to NFTs over the last year or so, and that piecemeal strategy could pay off for the brand. The result is a more organically-formed Web3 consumer base that has confidence in the company\u2019s ability to deliver collectibles worth their while. And as bull-market sentiment begins to gather steam in the Web3 space as 2023 progresses, Lamborghini\u2019s next NFT play will be its most scrutinized yet. <\/p>\nWhat\u2019s next<\/h2>\n
In case you missed it:<\/h3>\n<\/p><\/div>\n