Is it art, entertainment, a social activity or marketing? Most of us have seen a video of a flash mob performing in a mall, store or plaza as something fun and festive. But what about a Flash Mob as a Marketing tool?
The first Flash Mob video I saw was in March of 2009, “The Sound of Music Promotion in the Central Station of Antwerp.” More than 200 dancers performed their version of “Do Re Mi” with just 2 rehearsals. The 4 minute stunt was a promotion for a Belgian TV program that was looking for someone to play the leading role in the musical of “The Sound of Music”.
In December of 2010 Google launched its Google Trader in Ghana with 5 flash mobs of 100 dancers performing across Accra. (Google Trader is a classifieds service that allows people to buy and sell products and services, on Web, Mobile Web and SMS) What a cool way to add buzz to a marketing campaign especially when a live event is mixed with on-line promotion as Google did.
What about your brand or company? How might you use a Flash Mob to create a little excitement and get people talking? Here are few places you can find a potential Flash Mob:
- High School Choir
- Dance School
- College Drama Class
- Senior Care Center
- Church Choir
- Your Company Sales or Creative Team
The first flash mob was created in Manhattan in May 2003, by Bill Wasik, senior editor of Harper’s Magazine. The origins of the flash mobs were unknown until Wasik published an article about his creation in the March 2006 edition of Harper’s. The first attempt was unsuccessful after the targeted retail store was tipped off about the plan for people to gather. Although the first flash mob marketing stunt completely flopped, the concept has been developed over time.
Let me know if you have additional ides or examples of successful Flash Mobs.