In September 2013, Italian automaker Lamborghini introduced a live-streaming racing community to target aspirational consumers and racing enthusiasts. The new service went live at the Sept. 21-22 the Lamborghini Blancpain Super Trofeo race at the Nürburgring racecourse in Germany. The brand provided dedicated fans with moment-to-moment video and multimedia pertaining to the weekend’s races. Rather than inventing new content, finding ways to bring traditional events to social media can help Lamborghini bridge the gap between young and old consumers.
Brand: Lamborghini | Sector: Automotive, Luxury | Country: Global Objective: brand awareness, consideration and purchase | Format: Social, Video
The Nürburgring races mark the sixth round of the Lamborghini Blancpain Super Trofeo 2013 Europe series and granting fans comprehensive access to the activities will likely strengthen its brand community.
On the brand’s Facebook page fans were invited to sign up for this weekend’s live-streaming event.
On the event’s site, fans could learn about items such as news pertaining to the races, competing drivers, circuits, results and standings.
