Completely unannounced, we revealed the ultimate streetwear unboxing — a huge version of a miniature-scale model car box encasing the BMW KITH M4 in front of the Kith store in Soho. Social media blew up as New Yorkers posted photos online.

Results:

• 85 BMW x KITH M4s sold out in under 2 hours

• 3.7M Impressions (+49% over benchmark)

• 428k Engagements (+215% over benchmark)

• +200% Click-Through Rate