Lamborghini's Innovative IoT Marketing Strategy: The Self/Less Experience
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
- Track & Trace of Assets
About The Customer
The customer in this case is Lamborghini, a world-renowned Italian brand and manufacturer of luxury sports cars and SUVs. Known for its unique designs and high-performance vehicles, Lamborghini has a strong reputation in the automotive industry. The company is always looking for innovative ways to engage with its customers and fans, and to expand its reach to new demographics. In this case, Lamborghini was seeking to grow its online community and reach a younger generation of fans through a unique and engaging marketing strategy.
The Challenge
Lamborghini, a renowned luxury car manufacturer, was seeking to expand its online community and digital presence. The company aimed to reach a new generation of fans and engage with them in a unique and exciting way. The challenge was to create a marketing strategy that would not only attract the attention of this younger demographic but also encourage them to interact and engage with the brand. Lamborghini wanted to leverage the buzz around the film Self/Less and create a digital series that would challenge influencers to take on a new identity, thus creating a unique and immersive experience.
The Solution
Lamborghini partnered with Focus Features and created the Self/Less x Lamborghini Experience. The company sponsored a pre-screening of the film Self/Less at the Playboy Mansion, where attendees were given a key to a Lamborghini. However, only three keys could start an engine. The winners found a confidential dossier in their vehicle, which contained a new identity and instructions for the next 24 hours. The winners were led on an exciting journey, receiving VIP treatment and gifts, which they shared on social media in real time. The entire experience was documented and shared across Lamborghini's social channels, including Facebook, Instagram, Twitter, and YouTube, thus creating a buzz and engaging the online community.
Operational Impact
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