Lamborghini’s 60th anniversary celebration goes virtual

BY Sean Loo

After a year of in-person events, the digital fanbase also had the chance to take part in the festivities.

For Lamborghini, 2023 was the year of the 60th anniversary celebration.

An array of events was organised that allowed Lamborghini fans and customers around the world to celebrate unique and unrepeatable experiences driving some of the most iconic cars from the House of Sant’Agata Bolognese.

Following a whole year of in-person celebrations, the festivities had also moved into the virtual world to engage the many followers who interact with Lamborghini daily on the various platforms.

Not everyone has the means to buy or have access to a Lamborghini, so this was a nice touch.

It was in this spirit that the “60th Digital Parade” was held, a real parade within the gaming world to specifically involve the Esports community and further celebrate the anniversary of the carmaker from Sant'Agata Bolognese.

The “60th Digital Parade” was held inside Forza Horizon 5, where fans gathered to drive models that have made the brand’s history.

Five experienced streamers led a convoy of gamers along a route outlined in the game map and embellished with iconic brand elements.

The parade was chronicled on Automobili Lamborghini’s social media profiles and live on the channels of the streamers who captained the convoy of cars. It was a one-of-a-kind event that expanded the anniversary celebrations to the entire online community.

From digital to physical, it was a year to remember for Lamborghini and all fans of the brand.