“Flash mobs” are a group of people who assemble in a public place and collaboratively perform an act, usually song and dance routines. This seemingly pointless performance can actually be extremely beneficial to marketing and public relations professionals.
Here are five reasons why:
- Unconventional and Unique: In contrast to other advertising techniques, flash mobs are nearly impossible to miss because they tend to lure bystanders (and possible consumers) into watching the performance. Most flash mobs are demonstrated for a cause, and thus use densely populated areas to convey their message to a large number of people at once. Flash mobs are unique because they utilize an element of surprise and, consequently, this makes viewers more likely to pay attention to what’s occurring.
- Free: Not only are flash mobs nearly impossible to ignore, they can also cost next to nothing to produce if done right. Most flash mobs are organized through social media such as Twitter and Facebook, both of which are free. In addition, these events usually takes place in public areas unannounced (no need to rent out the space). Sites of flash mobs are similar to free auditoriums such as malls, train stations, crowded city blocks, and popular tourist attractions.
- News Worthy: Such events are nearly always a surprise and capture the attention of a large audience in unexpected forums, thus many witnesses usually catch the production on tape via mobile phone or other devices. Many of these videos then go to television news shows and Internet sites such as YouTube. Technology enables audiences to easily capture and download the performance so that even more people, a side from those who witnessed it for themselves, can see the act.
- Great Use of Social Media: The planning behind flash mobs usually occurs through social media tools such as Facebook and Twitter. Social media devices allows your flash mob videos to reach audiences almost instantly. In addition, many performances use these websites to broadcast performances which allow for multiple showings of the one time stunt. If the video goes viral, the flash mob could be viewed by millions.
- Enables Consumers to Feel Part of Product: Last but not least, the excitement and thrill of witnessing a flash mob creates a closer relationship between consumers and the product or cause. Consumers are more likely to remember the product or cause from witnessing a live performance rather than viewing a billboard or commercial. Flash mobs also give people the chance to become a part of the performance, either by actually performing the act or simply, by watching close by.
The evidence for how beneficial flash mobs are to marketing is in the performances themselves.