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Digital marketing rallies mob

Digital marketing rallies mob

The flash mob phenomenon has struck again – and it’s all down to digital marketing.


Only weeks ago hundreds flocked to Liverpool Street station for a dance off with music provided by their i-pods and walkmans.


This time it was Paddington station commuters that were left gob smacked. were responsible for the gathering of the masses organising the event through their website and e-mail.


Subscribers were told, “Arrive at the station around 19.00. Walk around and get into your groove. Spread out through the whole station. No dancing before 19.18. At the instant the clock strikes 19.18 dance like you’ve never danced before. Try not to dance in one place and dance for as long as you can.”


To date, corporations have yet to take advantage of flash mobs as means of mobilising crowds, creating a buzz on the street and grabbing headlines. The only exception is possibly the BBC 3 Flash Mob Opera staged a few years ago.


But will the ‘no logo’ savvy generation buy into a corporate marketing ploy? Only time will tell.

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