Mobile brand plans next flashmob
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).
The previous stunt involved using actors, so tonight’s effort potentially holds more risk for the brand.
There is yet to be a major marketing event involving flashmobs in Australia, although Mango PR ran a smaller scale Friday the 13th zombie stunt in Sydney’s Martin Place to promote PlayStation’s Resident Evil 5.
Update: Thousands turned up for last night’s event, reports the Press Association. The event also icnluded a surprise performance from Pink. Some video is already online:
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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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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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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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