Lamborghini has joined the world of Fortnite, using one of the biggest interactive platforms in entertainment to place its brand in front of a younger, more digital-forward audience.
The Italian manufacturer has introduced a permanent experience in Fortnite that gives players a dedicated space built to reflect Lamborghini’s brand and design. This project joins its Fast ForWorld programme, which has become the umbrella for its marketing using gaming and digital entertainment.
But what’s the reason for such a change in its marketing efforts? Well, it wants to build up a generational pool of fans beyond just the usual ways of marketing. Instead of marketing through luxury channels, it can hit a lower age range in a modern way, so they grow up wanting to be part of the marque.
What is Lamborghini’s Fast ForWorld Originals?
This marketing push introduces Fast ForWorld Originals, Lamborghini’s in-house creator of digital worlds. In effect, it gives the company more control over the way its story is told, how the environment looks and feels, and how players interact with the Lamborghini name in a gaming setting.
Inside the experience, players can move through an open world created to reflect Lamborghini’s Italian styling and futuristic branding and designed by Lamborghini Centro Stile. The environment has been designed as a playable expression of the brand rather than something more like a showroom, with exploration and racing being a big part of the experience.
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The experience also includes a number of other brands. Activations tied to Bridgestone, CAPiTA and Union are included as part of the wider world. The project itself was developed with Gravitaslabs, which worked alongside Lamborghini to turn the company’s brand direction into a live Fortnite experience.
The launch also continues Lamborghini’s relationship with Epic Games, with the company already teasing that further developments are due later this year. In fact, this is the first automotive brand to become a permanent part of Fortnite.
If you fancy giving the Lamborghini Fast ForWorld Experience in Fortnite a go, you can do it by entering island code 3527-6691-0764 in the lobby.
