Flash Mob - Expect the Unexpected

Have You ever witnessed a large group of people appearing from nowhere, performing for a few minutes and then disappearing again!?

It could have been anything from singing to dancing or maybe in special cases performing a short play!

Yes?

Well, then probably you have been a spectator of a Flash Mob.

Since its emergence in 2003 Flash Mob is being used as a very popular and efficient marketing tool. Not only it raises awareness of the particular company but it also makes costumers involved (although most of the time they don't even know about it).

Quite a few brands used Flash Mobs over the last few years, however one of the most briliant and most memorable for all of us - lets hope we agree on this- is the T-Mobile Welcome Back Flash Mob from 2010.

The advert was one of the first one of its sort, in the UK, which went viral on the internet.

It was the perfect commercial, not only because everyone could associate with the feeling of waiting in the hall for your loved ones to arrive and giving them kisses, hugs and roses but because you could see the surprise on the faces of the waiting crowed.

And this is exactly what Flash Mob is about.

If you happened to be at the place where it is happening then you feel part of the brand, feel like you are a 'brand ambassador' yourself. However if you are not lucky enough to catch one in action, you can still share the range of emotions displayed on your computer or TV screen.

You ask yourself: 'How would I feel if I would have happened to be there?'

Therefore we can say that Flash Mob is a very efficient marketing tool and it does not need a massive budget (obviously not talking about the T- Mobile advert now). It is certainly cheaper then placing billboads all over the city and also more memorable. Nowadays it takes two minutes for a video like this to go viral, simply because everyone has smartphones which they can take videos with and  are able to appload it within the matter of seconds.

This is kind of the idea behind it: share the experience with you friends (and while doing it so you are secrectly going to influence them to recognise the particular brand).

Is it not briliant? While thinking you are just a spectator merely there to enjoy the performance covertly you become a participant of advertising the brand.