A smashing event for Ali Express at Cines Callao. The popular e-commerce platform wanted to celebrate its 8th anniversary in an original way: inviting its followers to participate in the challenge of achieving the largest simultaneous unboxing in the world. To entice the more than 300 participants, the reward was getting to keep the contents of the box they opened: a Xiaomi Mi Band 2, one of the best-selling technological products on AliExpress Plaza, the local vendor channel in Spain. And did they ever manage to do it!