I have only recently come across the phenomenon that many call flash mobs. I do not like that term much as it seems to hold negative connotations in my opinion, maybe something better such as improvisation teams or erratic entertainers will suffice? Moving on, these flash mobs consist of actors, dancers or singers that integrate themselves into public spaces like supermarkets, train stations or road intersections and all of a sudden burst into song or dance in order to entertain the public in during a task that they possibly do every day, such as commuting to and from work. These flash mobs of singers, actors and dancers are hired to promote a certain brand and as we know, someone breaking out in a dance routine or a song will definitely get our attention, even for five minutes.

One of the most recent accounts of flash mob marketing was an entertaining song and dance routine done by approximately 50 children for the brand H&M. The busy Union Square in San Francisco was transformed into a dazzling performance arena as onlookers watched what they thought was simple street performance banter turn into a dancing extravaganza by a flash mob of children all advertising the brand. All of these kids of various ages and races were all dressed in H&M clothing and even though their marketing was not obvious, there is no doubt that other children that witnessed that performance would want the same clothes as the flash mobs.

A popular place for organised flash mobs to happen is inside train or tube stations. Last year, Liverpool central Station saw T Mobile flash mobs burst out into a dance routine that entertained commuters. This flash mob became hugely viral, with the strap line, “Life’s for sharing” shown at the end of the video which was viewed millions of times. Another dancing flash mob to a popular song from the musical The Sound Of Music gained over 1 million views on Youtube in it’s first few days.

Flash mobs are most widely known for their political influence and in many areas, flash mobs have become violent. Organised flash mobs are entirely different to these mobs and they are a great way for a brand to promote themselves. This form of social media is one that can be utilised in a unique and experimental way and will no doubt bring a smile to all who witness it.

With so many brands trying new and innovative ways to promote their brands, I think that individuals enjoy flash mobs as a form of social marketing because most of the time it is not overtly promotional and there is a sense of mystery to the entire routine. Many of us are so sick and tired of generic social marketing and flash mob marketing gives us the opportunity to dance and sing along for a few minutes before it is time to return to our daily lives. Done professionally and cleverly, flash mobs for marketing purposes can be a clever additional tool for social marketing.

Related Posts

  1. Big brands approach to viral marketing video’s: don’t worry, be happy.
  2. Social Media and Marketing- A Match Made in Heaven?
  3. How does search fit into the marketing mix?
  4. e-Marketing tactics 2009
  5. How to Accurately Measure the Effectiveness of Experimental Online Marketing Strategies

Tags: ,