ABOUT

First of its kind event that mixed hip-hop with BMW for an underground party that introduced a whole new audience to the brand.
Taking over an underground parking lot, in a still incomplete shopping mall we invited Soul's public to come and kick off a night of beats and sounds from iconic hip hop artists, and witness performance car racing in a setting straight out of a movie.
The event sold out within 3 hours of going online, and was live streamed across major social channels garnering 800k views and generating a massive 450% brand uplift for the target audience.