“60th Digital Parade” - Automobili Lamborghini’s 60th anniversary celebration goes virtual

For Automobili Lamborghini, 2023 was the year of the 60th anniversary celebration. An array of events were organized for the occasion that allowed Lamborghini fans and customers to gather in different times and places around the world for unique and unrepeatable experiences driving some of the most iconic cars from the House of Sant’Agata Bolognese.

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 the Forza Horizon 5 racing video game, where the 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.