KITH x BMW Brand Collab

As social AOR for the luxury auto brand, Anchor was challenged to help develop a streetwear collab with KITH and generate excitement about the limited edition M4 Competition. With COVID-19 still gripping NYC, how could we create an iconic moment that would shift perception with a streetwear-obsessed younger audience, while also selling cars to a more affluent cohort?

Streetwear culture is driven by fashion “drops” that come out of nowhere and unboxing videos posted to social. Our strategy was driven by the desire to show the world’s still in motion, even if it feels stalled — and to do it in the same impossible-to-ignore way that streetwear brands do it.

Completely unannounced, we revealed the new BMW KITH M4 alongside a throwback M3 model. Social went wild, and top culture publications quickly turned around stories. The next day, again completely unannounced, we revealed the ultimate streetwear unboxing — a huge version of a miniature-scale model car box incasing the BMW KITH M4 in front of the Kith store in Soho. Social media blew up again, as New Yorkers posted photos online.

Our own social content drove users to the BMW landing page, where the 85 cars were on sale. All 85 cars — priced at $109,000 — sold out in less than 2 hours.

The organic-only campaign crushed BMW social benchmarks, earned massive media attention that conquested share of voice against the competitive set, and shifted positive sentiment among our target demos.

• 85 BMW x KITH M4s sold in under 2 hours
• 428k Engagements (+215% vs benchmark) 
• +51% Share of Voice quarter over quarter
• +200% Click-through Rate