For Lamborghini, the future of those dovetailing interests will look markedly different than the 60 years that preceded it. The automaker plans to make its entire line hybrid electric by 2024. By 2030, it plans to have four all-electric vehicles in its lineup (with the Lanzador slated for 2028).

North America represents an important part of its large-scale regional strategy to convince American, Asia Pacific and European/Middle Eastern/African markets that Lamborghini’s electric future is worth embracing. 

BMF will make the automaker’s pitch at a Lamborghini NYC Lounge, an off-road course in Sonoma and a Movember-linked event in Southern California, among other locations. But as automotive brands become less reliant on foot traffic at auto shows and other events and more dependent upon the social media ripples from said events, BMF sees influencer engagement and social media metrics as pillars of the Lamborghini experience going forward.

“You can’t measure emotion—there is no way you can measure that first time you sit in a Lamborghini, that you feel the steering wheel, that you smell the leather, that you put your foot on the pedal—but that has a unique effect,” Starr said. “But what we can measure are the social results and the PR results … and they matter.”