Online game platform and game creation system, with over 70 million daily active users Roblox It is practically a virtual nation unto itself. However, we were surprised – pleasantly – by the invention of the Italian high-performance automotive brand Lamborghini Automobili chose Roblox as their preferred venue to invite people to check out their all-electric Ultra GT Launcher Up close… a chance to get behind the wheel of the Gran Turismo 2+2 Concept’s twin electric motors before the hopefuls hit the streets.
Lamborghini originally unveiled their Gran Turismo 2+2 concept at the Monterey Car Week, designed to enter the Ultra GT as an entirely new segment for the Italian automaker. But where that IRL event reached an audience traditionally associated with concept rollouts and traditional unveilings, Lamborghini Lanzadore Lab: Authentic design and drive experience On Roblox offers something new, allowing “participants” to visit a replica of the Automobili Lamborghini Museum online, then design and customize their own digital launcher through the Lamborghini Ad Personam Personalization Program to compete as a game experience.
Designed as an immersive virtual experience, Lamborghini Lanzador Lab: Authentic Design and Drive Experience on Roblox is not only a glimpse into the future of high-performance driving, but also an example of the future of marketing towards a new generation already living part. of their lives in the metaverse.
Mitja Borkert, Design Director of Automobili Lamborghini, sees the Roblox platform as just another efficient social platform, offering automotive brands the opportunity to connect with a generation already comfortable attending events and participating in experiences hosted entirely online and in a virtual environment. .
Roblox players are invited to take their 3D replicas of the concept capable of “over one megawatt of peak power” – or the equivalent of 1,341 horsepower – to compete in time trial competitions. Lamborghini also offers Roblox players special edition virtual racing helmets, backpacks, beanies, and other hats to adorn their avatars, with the rarest item being the Automobili Lamborghini Bull Head (only three of them will be made available, and sold for 1.5 million in Roblox currency). ).
This Lamborghini Lanzadore Lab: Authentic design and drive experience Seems like a childish novelty to the older generation. But consider that we are now several generations into the millions of drivers who have clocked thousands of racing vehicles in sports such as Force Horizon And Grand tourism. Lamborghini may have been ahead of the curve in identifying the right opportunity to engage with future auto enthusiasts long before the Lanzarote Concept goes into production in 2028.
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