Marketing Racing #4: A Lamborghini in your Living Room

LAMBORGHINI PRODUCTION FIGURES BY MODEL (2013-2019)

THE PRESENTATION

On May 7th 2020, Lamborghini published on its social media platforms the link to access the new page containing technical details and information about the vehicle, 3D visualisers, and, most importantly the option to use the AR.

This allowed people to look at the car through the screen of their device like the vehicle was sitting there in front of them, whether indoor or outdoor. Unfortunately, the experience is available only for Apple users, and not for Android devices. This could be for branding reasons or more likely for compatibility ones, being the Android ecosystem much more varied and less controlled.

HURACÁN PRESENTATION ENGAGEMENT ON SOCIAL MEDIA

*Data refer to the last 3 months of activity on each channel

Regardless, the campaign was an innovative way to stand out from the competition. This is, in fact, an unprecedented way to unveil a new model in the automotive industry, which ties perfectly with Lamborghini’s values of uniqueness and technological innovation.

The announcement of the 7th on the main social media channels got a slightly below average engagement (which is already very high for the industry’s standard), while performing well above it on LinkedIn as shown in the chart.

But considering that social media traffic accounts only for about 2% of the total, estimated over the past 30 days, the Huracán unveiling generated significant attention as highlighted in the global ranking improvement based on traffic and engagement since May 7th. This is especially true for the US, Lamborghini’s largest market, where the website ranks 7857th (Source Amazon Alexa.com). The combination of eye-catching yet easy to access technology along with avoiding the direct competition, as it happened for the Virtual Geneva International Motor Show has been very effective.