A ‘spontaneous’ flash mob dance routine in a very public space for brand promotion. Sound familiar?
T-Mobile received no end of PR mileage when it staged its mass dance-in at London’s Liverpool Station - newspaper coverage, a viral hit, on street buzz. So why not for an other brand?
Well, that’s exactly been the thinking of Cadbury in a bid to get a new promotion being organised by its Trident gum brand off on the right foot.
To launch the project, which is offering free tickets to an exclusive Beyonce gig at London’s O2, around 100 dancing girls brought the heart of the city to a standstill.
Dressed in sexy leotards and heels the girls performed a routine to the American singer’s hit, ‘Single Ladies’ - complete with ass-slapping!
The event was conveniently caught on camera and now looks set to become a YouTube hit delivering exposure way and beyond the hundreds of spectators that caught the routine.
Created by Pretty Green, the idea was conceived by Initials Marketing in a bid to build awareness of and excitement for the gig, taking place on November 15.
Around 13,000 tickets are to be made available to consumers in the promotion, which is to be backed by outdoor, digital and POS.
Check out the girls’ moves by clicking the link below.