While traditional media spends most of their time dissing social media (it is a competitor after all), traditional agencies find social media a rich source for client campaigns. This post takes a look at how grassroots, user generated flash mobs got hijacked and became agency created, professionally choreographed and danced by hired talent, to flog products. Note: A flash mob is organising for a group of people to show up at a time and place, in public, undertake a noticeable action (live) then walk off as if nothing had happened. Gobsmacked live audience, hidden cameras, YouTube fame. If married to a product, a viral video ad ensues. Or so we are told. Particularly note below that the first Flash mobs were user generated with thousands of participants in Circular Quay and Martin Place (2008) – now they are agency created with small dance troupes, and small audiences (eg Circular Quay 2010 Cruise Liner promo)
Sep 022010
Posted by Laurel Papworth at 11:57 am Tagged with: agency, Circular Quay, Facebook, flash freeze, flash mob, flashmob, how to, martin place, mobile, online community, social media, Social Media Australia, Sydney
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