What is a Flash Mob?
March 13, 2008
If you're new here, and interested in the latest news and insights on social media marketing, you may want to subscribe to our RSS feed. Thanks for visiting Ignite Social Media.
Periodically, in our work in social media, we discuss flash mobs with clients. (Usually, we don’t, but when it’s the right idea, they can be great.) People often ask us, “What is a flash mob?”
Just came across this video of a flash mob at Grand Central Station in New York City. This explains it really well.
In a nutshell, here’s what a flash mob is:
- A) you gather a group of people (through text messages, Facebook groups, emails, whatever) and ask them to come to a particular place at a particular time;
- B) You all do something for a short period;
- C) You simply disband and go about your business.
The more random the better (which is one of the reasons they aren’t always the best social media marketing). Done well, as in this video, they are very fun, attract a lot of attention and make people’s day…
Comments
11 Responses to “What is a Flash Mob?”
Got something to say?
Is this really social media marketing or just social experiment using all forms of communication (including social media)? I think if it’s done creatively and videotaped, it can become a vehicle for viral-type or guerrilla marketing campaigns, but I am not sure whether it’s considered social media marketing. That may be a more philosophical question of whose roof it would fall under.
What is great is that your clients have actually heard of flash mobs.
@DJLitten: Excellent point DJ. I would say that a flash mob itself is NOT social media marketing. Only what you do with a video of it COULD be social media marketing.
For example, this event was seen by several hundred folks. Maybe a few thousand. No social media element. But the YouTube video has been viewed over 8 million times.
They didn’t try to promote anything in this (one of the reasons it’s so good?), but if they had and got even 1/20th of the traffic to watch the video, then that could have been one piece of a social media marketing strategy.
Improv Everywhere (the group who put together the prank in that video) is probably one of the best examples of how social media and social networking can impact and influence the masses.
My friend Charlie Todd, who founded the group several years ago, has developed a following of hundreds of people from all over the world and they communicate via facebook, e-mail, everything.
And their only mission is to pull pranks — that are not cruel or mean in nature — that are meant to awe and bring joy to people. Or at least give them something to talk about.
But I think it also bring up the crucial aspect of any social media strategy or campaign, and that’s the real-life interaction part. It’s when the communication intersects with action, that it makes an impact.
Go check out all of their missions at ImprovEverywhere.com!
I found this video the other day and loved it! I believe this is a great technique to have fun and get people’s attention. I was unaware that there was a name for this technique. Thanks!
That was priceless. Great “stunt”. Was the car guy a plant as well? Either way, hilarious.
Hey Jim….yeah I did enjoy the post. I had given you two bits of trackback love…..not sure what the heck blogger did with it…..its there now….
Thanks again!
Incidentally, Charlie Todd who started Improv Everywhere used to do improv locally here in Raleigh-Durham. I think he went to UNC.
IE, I think, has been hired to stage their planned chaos at a comedy event in Aspen and they also shot a pilot for NBC last year.
Todd definitely gets attention, and I think he would be a good one to hire for a viral video. Probably the best. Also the AskANinja guy - who is, incidentally, an improviser as well.
Long live improv!
Are there currently any flashmobs in the Raleigh area?
@Megan. I heard about one coming to a local college, but I was sworn to secrecy. ~Jim
There is a consultant in LA named Mike Bonifer who has a brilliant analysis of what to learn from Improv Everywhere:
“They understand instinctively how and why networks form. They know that with improvisation, a group can focus on the objective and be productive with very little planning and zero expectations as to outcomes.”
Check out the whole post:
http://www.gamechangers.com/index.html/?p=355#more-355
Also, where is the “notify me when someone responds to my comment” feature! That’s the best part about commenting in 2008!
www.Disqus.com
@ Jim
I’m wondering because I want to join! My sister is in one in Idaho and it’s pretty amazing.