With over 70 million daily active users, the online game platform and game creation system Roblox is practically a virtual nation unto itself. Even so, consider us surprised – pleasantly so – discovering that Italian high-performance automotive brand Automobili Lamborghini chose Roblox as their preferred venue to invite the public to check out their all-electric Lanzador Ultra GT up close… even promising players the opportunity to get behind the wheel of the twin electric motor Gran Turismo 2+2 concept long before it ever hits the streets.
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Lamborghini originally unveiled their Gran Turismo 2+2 concept earlier at Monterey Car Week, a design intended to usher in 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, the Lamborghini Lanzador Lab: The Official Design and Drive Experience on Roblox offers something completely new, allowing “attendees” to visit a replica of the Automobili Lamborghini museum online, then design and customize their own digital Lanzador via Lamborghini’s Ad Personam personalization program to race as an in-game experience.
Designed as an immersive virtual experience, the Lamborghini Lanzador Lab: The Official Design and Drive Experience on Roblox is not only a glimpse of the future of high-performance driving, but also an example of the future of marketing toward a new generation already living part of their lives within the metaverse.
Mitja Borkert, the Design Director of Automobili Lamborghini, considers the Roblox platform as just another viable social platform, one allowing the automotive brand the opportunity to connect with a generation already comfortable with attending events and participating in experiences hosted completely online and within a virtual environment.
Roblox players are invited to take their 3D replicas of the concept capable of “peak power of over one megawatt” – or the equivalent of 1,341 horsepower – to race in time trials competitions. Lamborghini is also offering Roblox players special edition virtual racing helmets, backpacks, beanies, and other hats to adorn their avatars, with the most rare item being an Automobili Lamborghini Bull Head (only three of them will be made available, and sold for 1.5 million in Roblox currency).
The Lamborghini Lanzador Lab: The Official Design and Drive Experience may seem like a childish novelty to an older generation. But consider we’re now several generations into millions of drivers who’ve clocked thousands of miles racing vehicles in games such as Forza Horizon and Gran Turismo. Lamborghini might just be ahead of the game in identifying a ripe opportunity to connect with future auto enthusiasts long before the Lanzador concept goes into production in 2028.
Source: design-milk