What we did

We initiated and accompanied the co-creation between rap legend NAS and emerging New York artist Kennedy Yanko to create some necessary buzz in the run-up to the event.

Content-Production & Concert

Our network of “key opinion leaders” created content throughout the day. We revealed the vehicle during a concert in a stunning setting that evening.

KOL Dinner

After, we brought the “BMW Fam” together to network, plan new projects and share insights.

The outcome

Talk of the town

Our event attracted the most interesting players in the art, fashion, sport and music scene – from NAS & Timbaland, to Michele Lamy, Tremaine Emory, Bloody Osiris and Nyjah Huston to name just a few.

High quality content

In just 24 hours, we co-created and published more than 450 content assets – a mix of brand, event and user-generated content dominating the social newsfeed (even trumping the polarizing car reviews in the German press).

Family reunion

We extended the BMW family of established KOLs they already worked with in prior projects by injecting new faces & impulses – ending up with all the KOLs tagging and mentioning each other, further increasing BMW‘s reach.

Snowball effect

The Art Basel initiative, the high-quality content, and the KOL mix generated a lot of buzz where many KOLs responded to our KOL content helping BMW establish its culture presence within this sophisticated target group.

Pre-Comm Content Production that got picked up by The Face

Next project

Rap legend NAS co-creating with up‑and‑coming Brooklyn‑based artist Kennedy Yanko

Pre-Comm

We initiated and accompanied the co-creation between rap legend NAS and emerging New York artist Kennedy Yanko to create some necessary buzz in the run-up to the event.

Content-Production & Concert

Our network of “key opinion leaders” created content throughout the day. We revealed the vehicle during a concert in a stunning setting that evening.

Pre‑Comm Content Production that got picked up by The Face

How to get your target audiences flock to a local flagship store and extend the superlocal activation digitally.