Lamborghini’s other ‘Epic Road Trip’ NFTs take utility to new levels
The Alpha:
- Automobili Lamborghini launched its second collection of The Epic Road Trip on Monday, in a campaign consisting of monthly drops that will last until March 2023, according to information shared during an interview between Lamborghini Marketing Director Christian Mastro and nft now.
- The campaign was launched on August 8, 2022, in collaboration with Web3 studios NFT PRO and INVNT.ATOM. It consisted of four animated NFTs featuring an Aventador SVJ Roadster depicted in various scenes set on both the Moon and Mars. The fourth NFT in each month’s collection is a unique piece limited to just 63 editions.
- Starting with its second collection, Lamborghini is also giving its Epic Road Trip NFTs new tools and benefits.
Why it matters
This isn’t Lamborghini’s first foray into the NFT space, but it’s the biggest and most significant to date. The Epic Road Trip will last eight months and culminate in a special reveal, the details of which the company is keeping close to its chest for now. Balancing the large timescale is the collection’s exclusivity factor of releasing only four NFTs per month four days at a time.
“[At Lamborghini,] we always try to be unexpected, that’s one of the values of the brand,” Christian Mastro explained while talking to nft now. “For us, NFTs are one of those things that can really make a big difference in a world that is becoming a hybrid between digital and physical. I think it’s important for the owners, not just the fans, to be able enjoy Lamborghini in a different place.”
True to the campaign’s theme, various locations provide the NFT animations with a backdrop, which includes locations in outer space and iconic cities across the globe. In a nod to the company’s founding in 1963, the three “regular” NFTs for each month’s decline will sell for $196.30, while the fourth special edition NFT will sell for $1.963. To reward collector loyalty, those who purchase all of the monthly NFTs (either the three regulars or the three regulars plus the fourth limited edition NFT) will receive a special NFT at the end of the campaign.
What will be next
More benefit. Ahead of the September drop, Lamborghini is introducing new features to the collection. Fans who purchase three of a month’s common set of NFTs will receive priority access to that month’s fourth rare NFT one hour before it is released. Those who collect all eight of each drop’s rare NFTs will complete what the company calls the “gold” NFT puzzle to gain access to exclusive benefits for their owners at the end of the campaign. These collectors will also receive a Lamborghini GLB file, enabling them to “virtualize” a Lamborghini model to be determined in the metaverse.
Those who purchase two complete monthly collections will receive digital artwork by Mitja Borkert, Head of Design at Lamborghini, produced especially for the campaign. Collectors of all First Fourth Month NFTs will have the opportunity to join a special tour of the company’s Sant’Agata Bolognese headquarters.
Mastro believes that the company’s January 2022 release of five Lamborghini Ultimae NFTs from Swiss artist Fabian Oefner, in addition to the April release of a 1 of 1 NFT of the last Aventador Coupé ever produced, helped the company understand how passionate their fan and customer. base is. And as a brand that prides itself on being innovative and taking risks, the evolution to NFTs was a natural fit for the company.
The company emphasized how valuable the Web3 medium is for a name like Lamborghini. More than an occasional publicity stunt or revenue generator, they are a way to carry the brand into the future.
“This is what the new generation is looking for,” Mastro explained. “I remember when I was little I collected stickers of football players and cars. The new generation collects things on their phones. NFTs are as important as any other licensing business we have.”
