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T-Mobile Sing Along: Yet Another Musical Flash Mob

 

Posted on May 6, 2009
Gonzague Dambricourt

 

In January we told you about how the English cell phone operator T-Mobile made an entire train station dance in London...here they are again with something new! A crowd of apparently 13,500 to sing "Hey Jude" together at Trafalgar Square. And we know that they’re good at counting at T-Mobile!

In the age of consumer engagement, the idea certainly was pertinent: people would show their friends the video and tell them that they were there. This type of action allows to create brand ambassadors, or at least for people to react in favor of a particular brand. T-Mobile can take advantage of this position to present themselves as a brand that people move for, which is not something most companies can say.

But don’t we lose the original spirit that made the first viral video so successful? We knew that the people were actors, but the video was somehow more surreal and interesting than this massive gathering, a sort of giant karaoke session. It isn’t easy to keep concepts going forever, one needs to know how to renew them systematically to surprise Internet users. This advertisement seems to be a lot of fun for the people actually there, but not so much for the Internet audience.

All in all, the initiative is nice, but it could have been better utilized!


Add This

Source:
- YouTube
- Translated from French by Hadrien Turner


 

Comments

1. Saturday 26 December 2009 attime 06:33,

I disagree... I think it was very fun to watch. the sheer scale of the event makes me want to watch more and more clips!

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