I can hear the conversations now:
“We can use puppies. Everyone loves puppies…”
“Nope, too difficult. Never work with children or animals.”
“Well, what about using that guy from the ShamWow ad. He can sell anything!”
“Hmmm… that guy is expensive.”
“I’ve got it! Flash mobs! The kids love them. They’ve the flavour of the month! It’s cheap. It’s easy. It will be a viral masterstroke!”
“You’ve got a point, let’s do it.”
Unfortunately for Dr.Pepper and Microsoft it did go viral. It went viral as people laughed at the executions and the brands behind them. It was forced, cheesy and a little bit like a spoilt child crying out for attention.
However, if you want to see some great flash mobs I suggest T-Mobile and ImprovEverwhere’s channels, the Sound of Music mob or Oprah’s ‘I Gotta Feeling’ crowd.
What makes these so good? Surprise, spontaneity, participation and some genuine joy. That doesn’t seem so much to ask does it?
Nathan Bush is an Interactive Strategist at BCM
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Agree on improvEverwhere but even they don’t like to use the term against their stunts. Probably because its been bastardized by so many groups.
5 ways to know your in a bad flash mob
1) Someone starts dancing
2) You are standing next to a camera crew
3) People are like “this is a flash mob” I have seen this on ACA
4) Everyone claps at the end & isn’t dumbfounded
5) The clips you see online are focused on the performance
versus the audience reaction
Thanks Justin. Good point on ImprovEverywhere – it’s a good example though of how you can surprise and fascinate a large crowd without having to always revert to cheesy dancing. And all 5 of your points are very true – especially the ACA one.
Looks like Skittles are pulling the mob together just in time for Valentine’s Day:
http://www.facebook.com/skittles?v=app_275095758175
Is it still a flash mob when too many people know about it beforehand? If there’s no surprise for unsuspecting bystanders because they’re all in on the plan, is it just a plain old mob?