Here is the fantastic T-Mobile Ad that was filmed on 15 Jan 2009 at Liverpool St Station.
While this is not new news and there has been much commentary that Flash Mobs are not a new idea (is anything?), I think that this is an outstanding piece of social marketing, (and not just because I'm an ex-dancer) for the following reasons; 
- Delivers an uplifting and positive emotional experience which is consistent with their value proposition "Life's for sharing"
- It is well choreographed, rehearsed and executed
- The dance was simple enough for others to join
- The music appealed to a wide range of people and really encouraged dancing
- The dancers were encouraged to connect with passers-by and get them to also dance, which brilliantly reinforces the "Life's for sharing" message once again - in actions rather than words.
- They captured people sharing the experience on their phones
- They used online as well as traditional TV to connect to the audience. The YouTube channel http://www.youtube.com/user/lifesforsharing extends the level of interaction that people can have with the whole experience. It has celebrities learning the dance, instructions on how to do elements of the dance and a place for people to upload their own crazy dance videos. This site has nearly 3,000 subscribers, has created an online brand destination for T-Mobile and a way for fans to participate and share - key elements of any social campaign.
- I believe the social media element of this campaign will deliver far more than running the advertisement on TV.
I love it, and I reckon T-Mobile has created a whole new set of fans for their brand. It still brings a smile to my face as a watch it now. Any thoughts?
