Mobile brand plans next flashmob

Tim Burrowes

April 30, 2009 1:49

The power of the flashmob in marketing is being put to the test.

T-Mobile, the brand behind a dance takeover of London’s Liverpool Street Railway Station earlier this year is looking to repeat the phenomenon using members of the public.

The brand has posted an invitation to meet at Trafalgar Square in London at 6pm London time (3am tomorrow morning, Sydney time).

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

AdGrunt 30 Apr 09

Not so much the power of flashmob as the power of fame, at any price?
Expect inevitable guerilla marketing turkeys to be there, too.

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Neil Ackland 30 Apr 09

inthemix.com.au held a ‘Flash Rave’ at Sydney town Hall a few years ago to celebrate the arrival of summer. We had about 500 people there dancing to their own music with headphones on at 6pm on a Friday night.

It made seven news and most of the newspapers the next day and everyone had a lot of fun.

Watch it here http://www.unseentv.tv/video/inthemix-flash-rave

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Tracy Milenko 1 May 09

In 2005 Motorola launched 3G into the Australian marketplace with a flashmobbing event in Darling Harbour. Over 5000 people attended and an alternative World Record was set for number of people playing air guitar.

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