Automobili Lamborghini is inviting enthusiasts to experience the future of high-performance driving in an immersive virtual world. The Italian luxury sports car manufacturer has teamed up with Roblox, the global communication and connection platform, to launch Lamborghini Lanzador Lab: The Official Design and Drive Experience.
This exclusive 3D virtual experience allows over 70 million daily-active Roblox users to step into the world of Automobili Lamborghini and get a sneak peek at the upcoming all-electric Ultra GT, the Lanzador, years before it hits the streets in the physical world.
Christian Mastro, Marketing Director of Automobili Lamborghini, expresses the brand’s excitement, stating, “We are thrilled to present the Lanzador on Roblox and offer a global audience the chance to engage with Lamborghini in an unprecedented way, experiencing the new electric engine with more than 1 MW of peak power. This collaboration is a testament to our commitment to reaching a new generation of fans and showcasing our brand’s leadership in both the digital and physical realms.”
The Lamborghini Lanzador Lab goes beyond traditional gaming, providing users with a virtual 3D space to explore the cutting-edge design and technology of the Lanzador. Users can customize their own digital Lanzador via Lamborghini’s Ad Personam personalization program, explore a virtual replica of the Automobili Lamborghini museum, and even compete in virtual racing time trials with their customized cars.
The experience also offers fans the chance to acquire Automobili Lamborghini-branded digital items and accessories for their avatars, including a racing helmet, backpack, beanies, hats, and a limited-edition Automobili Lamborghini Bull Head. For the ultimate Lamborghini fans, there’s a unique opportunity to purchase this luxury item for 1.5 million Robux (Roblox’s digital currency). The three lucky buyers will also receive a custom In Real Life experience, including a tour of the Museo Automobili Lamborghini and Ad Personam Studio at the Lamborghini headquarters in Sant’Agata Bolognese, Italy.
The Roblox platform, with its fastest-growing age group being 17-24 years old, provides the perfect stage for Automobili Lamborghini to engage with a dynamic and diverse audience. With its global reach spanning over 180 countries, Roblox enables the iconic brand to connect with fans worldwide and offer an authentic Automobili Lamborghini experience in the metaverse.
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