#50: Revving Up - Lamborghini Powers Ahead in the Gaming World

🥳 The Brands on the Block Newsletter has turned 1!

50 editions later and a year under our belt, there’s been quite a bit of evolution in the brand innovation space. Check out our observations below in the ‘Chain Reactions!’ section.

In This Article

Around the Block…

• Blockchain / NFTs: Lamborghini, Casio

• AI: Crocs

• Gaming / Metaverse: Nascar

• Roblox: Maybelline, Lamborghini

Chain Reactions!

• Year in Review: Takeaways from Our First 50 Editions

Around the Block…

Blockchain / NFTs

• Lamborghini: In Partnership with Web3 Gaming’s Animoca Brands

  • Animoca Brands, a leader in blockchain-backed gaming and metaverses, has announced it will collaborate with Lamborghini to deliver brand experiences using ‘cutting-edge digital technologies’. The announcement also reveals the pair are partnering with creative tech company Gravitaslabs and Motorverse, an Animoca-owned community for digital vehicles and racing games. Additional details have yet to be revealed.

  • Source: Animoca Brands / Bitcolumnist

• Casio: Releasing 800 Virtual Sneaker NFTs with STEPN GO

  • Casio, who has been active in the Web3/NFT space with their VIRTUAL G-SHOCK project, announced their latest activation - a partnership with the move-to-earn platform STEPN GO. The duo will release 800 NFTs showcasing four types of virtual watch-themed sneakers available via raffle on MOOAR marketplace from August 26th through 29th.

  • Source: PR Newswire (Casio)

AI

• Crocs: Launches Experiential Digital Platform ‘Mad Lab’

  • Crocs has launched the "Mad Lab," an interactive digital platform that invites users to co-create, connect with the community, and have a chance at earning prizes. The experience was created in partnership with Digitas, and its first challenge is live through August 29th. The initial challenge, Me.0, has participants select quiz-like responses that showcase their personalities to create a custom ‘BBITZ’. Based on responses, the platform uses AI to create BBITZ designs minted as NFTs and can be voted on by community members. Winners will receive IRL Crocs items.

  • Source: Crocs Mad Lab

Gaming / Metaverse

• NASCAR: Brings Daytona Speedway to Fortnite’s Rocket Racing

  • To celebrate the NASCAR Cup series at Daytona International Speedway this weekend, NASCAR has unveiled the famous track for players to race in Fortnite’s Rocket Racing. The experience was created by game developer Karta, who also developed NASCAR’s Chicago Street Race track, which launched in Rocket Racing in July.

  • Source: Fortnite (NASCAR - DAYTONA) /  Traxion / LinkedIn (Nick Rend)

Roblox

• Maybelline: Returns to Roblox for Limited Time in ‘Paradise RP’

  • Maybelline has returned to Roblox with a new activation in the ‘Paradise RP’ game that will remain live until September 25th. Players can immerse themselves in a beauty-themed virtual world promoting the brand’s Sunkisser Blush. Players can visit the branded beach house to earn Maybelline digital items, become a virtual makeup artist, and own a Maybelline store at the mall. The experience was created in partnership with Super League and GEEIQ.

  • Source: Roblox (Paradice RP) / LinkedIn (Alexander Sabelen)

• Lamborghini: Updates Roblox Experience with Newest Sports Car

  • The luxury car brand has refreshed its Roblox experience ‘Lamborghini Lab’ to feature its all-new Temerario car. The update allows players to customize a car in their ‘Ad Personam studio’ and take it for a spin on the game’s racetrack.

  • Source: Roblox (Lamborghini Lab) / LinkedIn (Automobili Lamborghini S.p.A)

Chain Reactions!

Year in Review: Takeaways from Our First 50 Editions

As we celebrate a full year and 50 editions of the Brands on the Block newsletter, we’ve seen growing shifts in how brands innovate across digital and physical landscapes. Here is some data behind our coverage and trends we’ve observed.

Numbers Behind the Activations We’ve Covered:

• Total Activations

  • 320

• Number of Different Brands

  • 225

• Most Active Brands (Number of Activations)

  1. Adidas - 16

  2. Nike - 12

  3. Walmart - 9

  4. Disney - 9

  5. e.l.f Cosmetics - 6

  6. Hugo Boss - 6

  7. Lamborghini - 6

  8. Manchester City - 6

• Most Common Activation Type (Number of Activations)

  1. Metaverse - 127

  2. Game / Gaming - 110

  3. NFT - 100

  4. Digital Wearable - 53

  5. Physical Item - 53

  6. Augmented Reality - 47

  7. Web3 Platform - 27

  8. Immersive Shopping - 25

  9. AI - 21

  10. Phygital Item - 20

• Most Active Industries (Number of Activations)

  1. Apparel & Accessories - 140

  2. Entertainment & Media - 78

  3. Sports - 60

  4. Shoes - 56

  5. Retail - 33

  6. Automotive - 25

  7. Beauty & Fragrance - 25

  8. Food & Drink - 23

  9. Travel - 18

  10. Tie - CPG / Toys & Games - 16

Check out our Innovative Brand Activation Database for Marketers for more!

Trends We’ve Observed:

• The Rise of Gaming Platforms in Brand Strategy

  • While this newsletter was intended to cover a growing volume of blockchain-based brand activations, it became clear that the space was evolving beyond the hype of Web3 and NFTs towards platforms with established audiences, engagement, and easier onboarding. Roblox was the beneficiary of this shift; we covered 71 activations on the platform, many of which garnered over 1 million visits.

• AR is Growing Up & Evolving Beyond Social Media

  • Web-based AR is coming into its own, with brands making it easier for consumers to engage with AR directly through their websites and apps. While AR has already been well established through lenses and filters in social media, it’s now taking the next leap into more practical, everyday applications. We see this in tools like Google Maps, where AR can enhance exploration and interaction with the world around us. As AR integrates more deeply into our digital lives, it’s clear that brands are just scratching the surface of what’s possible.

• Brands are Cautiously Embracing AI

  • Brands are starting to explore AI-driven marketing activations, but they’re moving cautiously. We’re seeing AI used in limited volumes and focused primarily on smaller, lighter aspects of activations—like co-creation and personalized experiences. While AI's potential is huge, brands are carefully experimenting with it, making sure they find a balance between innovation and consumer trust before fully diving in.

• Blockchain and NFT Buzz Fades

  • With the hype around blockchain and NFTs falling in 2024, brands face barriers to entry and have turned their attention to more proven, accessible technologies like gaming and hotter tactics like AI and AR. With the economy in flux, justifying investments in experimental blockchain projects is harder. As a result, fewer brands are willing to engage in this space (or make it the focal point of an activation), opting instead for platforms that offer more immediate returns and established audiences. I am optimistic this will turn around, and the opportunities made possible with blockchain technology will prevail - that said, it will take some time for infrastructure to make it easier for mass participation and dollars to pour back towards this space.

• The Power of Convergence

  • Brands are blending multiple technologies to create more dynamic and engaging activations. We're seeing a trend where AI, gaming, NFTs, and other digital tools are coming together in innovative ways to offer richer experiences. Multiple technologies allow brands to push the boundaries of what’s possible, crafting activations that capture attention and deepen consumer engagement across platforms while also allowing greater testing and exploration.

     

👀Looking for more inspiration? Check out our Innovative Brand Activation Database for Marketers, featuring over 200 brand activations & counting!

📢 Check out[101] A Beginner's Guide to Emerging Technologies for Marketers to learn the basics of the technologies we cover weekly.