I love flashmobs! I’ve always wanted to do one and probably romanticise them a little after seeing them in movies aka: Friends with Benefits. So why are they so successful.
Is it the unexpected? Is it the customer experience that is surprised by the flashmob? Why do people love them. In case you have been living under a rock a flashmob is a large group of people who gather in a predetermined location, perform some brief action, and then quickly disperse. It began in New York and relies heavily on email and digital to spread the word
One of the first flash mobs appeared in New York City in 2003, when 130 New Yorkers were called together in messages on social media to converge upon the 9th floor rug department of Macy’s. There, they bewildered salespeople for a few minutes, dancing around, and then they disbanded.
Well I cannot speak for anyone else but to me they are the ultimate in tradigital marketing. Why? They use social media and digital platforms to attract participants but eh actually end product is IRL (in real life). To get the mob together marketers need to call out to potential participants using digital channels which are highly responsive and spontaneous in real time allowing to gather people for a real life stunt. The best of both worlds combine to create a viral response which is seen in real life and amplified on digital channels. How can you not love that?
A flashmob is not for everyone and needs to be panned well in order to have the expected outcomes from the viral element. Flash mobs emerge when communication and digital technologies amplify human talents for co-operation. Check them out for yourself here: