As little as three years ago, the term 'flash mob' had seldom been heard. Now, it's highly recognized as a form of street entertainment, but more importantly as a very clever, engaging form of marketing. The definition is simple. A group of seemingly random strangers suddenly come together to dance, sing or do something extraordinary and unexpected, in a public place. The crowd stops, stares and engages.
Manhattan was, unsurprisingly, where the first flash mob happened. Planned to be a fun, social experiment by an editor of Harpers, the concept was soon adopted by companies for its product recognition power. Why - because it was new, hip and immediately drew and delighted the customers. Flash mobbing was direct and different: marking a genuine advance on traditional advertising.
Street teams are common now in the major cities of the West. They represent an excellent way of grabbing media attention, with the top guerrilla marketers getting great coverage in social media such as Facebook and YouTube. Video of stunts can spread virally across the world in moments. So, companies using flash mobs not only have the chance to impress customers present for the event, but much bigger audiences.
The most viewed flash mob spectacles on YouTube have 38 and 35 million views each. And they were done in 2009. So this isn't some flash in the pan, we're talking major audiences. The wonderful rendition of a Hallelujah chorus from a full food court during the festive season is the most seen by far.
Liverpool Street station, London in 2009 was the venue for an explosion of dance, in perhaps the best received corporate flash mob, engineered by telecoms company T Mobile. Transport stops are an ideal venue, with potentially vast audiences who often wait, mill around and get bored. So it's no surprise that unusual and spontaneous events take place at airports and train stations.
There are now trained teams to hire from specialist firms. They use 'experiential marketing' wisely, planning timely and relevant events that genuinely grab the attention of their audience. Then, of course, they place the product: giving free samples and displaying the company's logo.
The opportunities for marketing are endless, only limited by your imagination. Though the media back lashed early on, which is predictable, the numbers don't lie. Huge numbers of physically present and online customers experience real delight with flash mobs, leaving them feeling positive towards the brand. Those caught up by such events are genuinely touched by products or services, and never forget the positive experience.
Manhattan was, unsurprisingly, where the first flash mob happened. Planned to be a fun, social experiment by an editor of Harpers, the concept was soon adopted by companies for its product recognition power. Why - because it was new, hip and immediately drew and delighted the customers. Flash mobbing was direct and different: marking a genuine advance on traditional advertising.
Street teams are common now in the major cities of the West. They represent an excellent way of grabbing media attention, with the top guerrilla marketers getting great coverage in social media such as Facebook and YouTube. Video of stunts can spread virally across the world in moments. So, companies using flash mobs not only have the chance to impress customers present for the event, but much bigger audiences.
The most viewed flash mob spectacles on YouTube have 38 and 35 million views each. And they were done in 2009. So this isn't some flash in the pan, we're talking major audiences. The wonderful rendition of a Hallelujah chorus from a full food court during the festive season is the most seen by far.
Liverpool Street station, London in 2009 was the venue for an explosion of dance, in perhaps the best received corporate flash mob, engineered by telecoms company T Mobile. Transport stops are an ideal venue, with potentially vast audiences who often wait, mill around and get bored. So it's no surprise that unusual and spontaneous events take place at airports and train stations.
There are now trained teams to hire from specialist firms. They use 'experiential marketing' wisely, planning timely and relevant events that genuinely grab the attention of their audience. Then, of course, they place the product: giving free samples and displaying the company's logo.
The opportunities for marketing are endless, only limited by your imagination. Though the media back lashed early on, which is predictable, the numbers don't lie. Huge numbers of physically present and online customers experience real delight with flash mobs, leaving them feeling positive towards the brand. Those caught up by such events are genuinely touched by products or services, and never forget the positive experience.
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