Nothing else can put a smile on your face quite like a mob flash dance made of several hundred strangers when you?re least expecting it. On January 15th, London?s Liverpool Street Station was transformed into a massive dance floor thanks to a well known mobile phone service provider.
The tagline, "Life?s for Sharing," is exactly how you feel after watching the viral video that was shot with hidden cameras. What begins with a handful of people quickly molds into an entire train station gettin? down (grandmas and mohawk ro
kers alike) to the upbeat music blaring overhead. Intrigued onlookers, no doubt questioning their sanity, filmed the whole event via cell phones to later share with family and friends. Simply put, a totally free alternative advertising stunt executed perfectly.
Kudos to the mobile phone service, and their advertising agency, for giving us something to laugh at and talk about . . . which was probably the point. These type of alternative advertising campaigns really allow people think outside the silos (is it online marketing, guerrilla marketing, out of home advertising, etc.) and instead focused on building a connection between the experience and the brand, using all the relevant tools at their disposal.
Although many people are criticizing both the brand and the alternative advertising company for using regurgitated material, the fact that cannot be argued is that they were able to get huge numbers of people together in a way that makes us all feel good just by watching it is a success. After all, the very message here is that the mobile phone service provider makes it possible for customers to share any meaningful moment with the people that matter most.
Jeff R. Lamb is the president of DOmedia. The DOmedia Community is the place for all members of the alternative advertising industry to come together, share ideas, ask questions, promote best practices and meet others who have the same passion for alternative media in all of its forms. Asset Owners. Advertisers. Agencies. Aficionados. Learn more at www.domedia.com
