The Self/Less x Lamborghini Experience
Lamborghini wanted to grow its online community and presence while reaching a new generation of fans. To engage with this demographic we partnered with Focus Features and one of the most buzzed-about films of the summer, Self/Less, for the Self/Less x Lamborghini Experience, a digital series that challenged influencers to take on a new identity.
Lamborghini sponsored a pre-screening of Self/Less at the Playboy Mansion, and then gave three lucky attendees the experience of a lifetime. Upon arrival attendees were given a key to a Lamborghini, but only three were able to start an engine. When these winners got to their vehicle, a confidential dossier was waiting for them on their passenger seat that contained a new identity and directions to follow for the next 24 hours.
From there contestants received mysterious phone calls and messages that led them on an exciting journey. While in their new identity, contestants were treated like royalty, receiving VIP treatment and gifts that were used as social content to share in real time.
The whole experience - from the Playboy Mansion to the last stop of their new identity - was documented and shared across Lamborghini's social channels including Facebook, Instagram, Twitter and YouTube.