Lamborghini Dreams up a VIP Test Drive in Miami - Event Marketer

Lamborghini Dreams up a VIP Test Drive in Miami

DB_Silver_Lamborghini_2014 Ex
Agency: VOK DAMS
Year: 2014

How do you create an event for a dream car? To launch the new Lamborghini Aventador Roadster, Lamborghini decided a standard test drive program would be too “mediocre,” so it invited 400 international guests to be part of a wild parade of 25 brightly colored and impressively loud Roadsters in Miami South Beach. For the stunt, the City of Miami closed off streets and allocated escorts to accommodate the vehicles. All of the guests—automotive and lifestyle press, stakeholders and select VIPs—stayed with the brand for the full 1.5-day experience.

At a welcome dinner, the guests were treated to a Lamborghini fashion show, followed by the chance to mingle with Lamborghini executives to get the intimate details of the car and its design process. The following day the guests got behind the wheel for the parade where they were welcomed with shouts and applause along the streets. The scenic route took the guests to Homestead Raceway where they could unleash the power and experience vehicle performance. On the way back to the hotel there was an unexpected stop made at Miami International Airport, where selected guests had the chance to “drag race” an American Airlines Boeing 777. The Lamborghini Aventador easily won, according to the brand. The program wrapped with a public unveiling and a pop-up store, where Lamborghini apparel was offered.

Of the 200 international publications invited, 120 put the Lamborghini Aventador Roadster on their cover. The brand couldn’t have been any louder.

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