Creating record-breaking demand with gaming

17 May 2015

1 min read

Mobile devices and social applications have caught on like wildfire. Marketers are using these digital tools, including 3D visualization technology, to earn their time on our screens. In this Gallery of Great Marketing, Compass profiles a number of companies and organizations that thought outside the traditional frame of what marketing can accomplish.

With the launch of Lamborghini’s Huracán, the successor to the Italian company’s most popular car ever, the Gallardo, Lamborghini wanted to get closer to prospective buyers by allowing them to experience the newest 10-cylinder model – all before the car was even available. They decided on an all-digital approach that would not only distribute its message more broadly, but also incorporate a customized driving experience with 3D game technology.

Built around a 3D experience of the Huracán, an online configurator allowed potential customers and Lamborghini fans to go through every detail of the exterior, interior and under-the-hood components. Digital 3D renderings, along with clickable information buttons, show everything from the all-wheel-drive system to the magnetorheological suspension in extreme visual and technical detail. A complementary set of clickable buttons allows users to choose exterior and interior color, rims and brakes, hood, steering wheel and a variety of interior options.

The Huracán journey continued at the end of the build, where consumers were invited to take the custom Huracán they had just created out for a virtual road test by tapping an “Experience Your Instinct” tab. The game was built from the actual data used to design and build the car, delivering realistic vehicle physics and detailed graphics of the driving track. Enthusiasts could even experience the authentic sound of the Huracán’s V10 engine, which Lamborghini’s Matteo Blandi, head of brand marketing for the company, said conjures a highly emotional connection for Lamborghini aficionados.

“Gaming is new for us, and the idea was to get even closer to people and let them see the car from a different point of view,” Blandi said. “It wasn’t just about the Huracán’s product and packaging, but also about the joyful and playful parts of the car.”

The configurator and game maximized web visits and drove conversion rates from the website to Lamborghini dealerships higher than ever before, Blandi said. Digitizing the Huracán experience also maximized the impact realized from the company’s marketing budget by allowing Lamborghini to post new content every few weeks. The result? Huracán became the bestselling model in Lamborghini history.

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