Comments on Pigs Don't Fly: Ambient Mobs

Hey Nat, I think flashmobs (although you're r...

2009-11-09T10:54:31.339+11:00

Hey Nat,

I think flashmobs (although you're right, a more apt description would probably 'publicity stunt') is certainly a unique marketing platform. With millions of views on youtube, it cant be ignored as a potential vehicle to reach people.

Geez and here I am thinking that I'm still a spring chicken at 27...

Agree with you Zac on this one. Also, when people...

2009-11-08T22:22:09.946+11:00

Agree with you Zac on this one.

Also, when people are getting PAID to be in a "Flashmob" it isn't a flashmob, it's a publicity stunt. God, listening to certain marketers talk about "flashmobs" like they are some unique marketing platform like social networks just reminds you how many old farts there are getting their pop culture updates from Mel and Kochie on Sunrise. SO PLAYED OUT!

Hey Marek, Re: "does it demonstrate somethi...

2009-11-06T15:52:13.185+11:00

Hey Marek,

Re: "does it demonstrate something unique to the brand"

I have to disagree with this criticism as I don't think this should be considered the campaign's objective.

Not all marketing campaigns need to show off brand uniquness. In many cases, and a flash mob execution is a perfect example, the objective of the exercise is to create brand recall.

Assuming branding is effectively executed - which in this case it is clearly not - then this objective can be clearly achieved.

So when it comes to substitution, I gotta say, who cares if you can substitute another brand in, as long as the original brand is recognised in order to be recalled at time of purchase..?

My question is this. From a consumers point of vie...

2009-11-06T08:41:25.817+11:00

My question is this.
From a consumers point of view:
If you see a flashmob (say the T-mobile Train station one) and then they later find out its t-mobile, what happens?

If later they see another unbranded flashmob, what associations are the consumer led to draw?

I feel that you would think a) oh, it's t-mobile cos they do flashmobs, or b) oh they are just doing the same thing as t-mobile.

And.
Sure this demonstrates the use of the vid camera but how does it demonstrate something unique to the brand.

Its the age old saying, if you can subsitute the brand in the ad for any other brand in the category, then its a crap brand building ad.
And that's what their ads should be cos noone knows what Flip is and how its different.

Assuming the cost to shoot and edit this with an A...

2009-11-06T08:37:27.448+11:00

Assuming the cost to shoot and edit this with an Agency + talent fees was $50k, 150,000+ hits is a pretty amazing return on investment.

Try doing that on TV in a 30sec format with another $200k paid to Ben Lee for use of his song

Have to admit, as much as I hate that song the fla...

2009-11-06T00:24:18.507+11:00

Have to admit, as much as I hate that song the flash mob was great. Although, bringing it to such masses (through Oprah) could see this trend peak and fad even quicker...

http://bit.ly/4pjpjp Correct Link

2009-11-05T23:39:54.446+11:00

http://bit.ly/4pjpjp

Correct Link

I agree, You have to include the product in your...

2009-11-05T23:38:59.950+11:00

I agree,

You have to include the product in your flash mob. But I don't think it's fair to say this didn't work, look at the knowldege your sharing with the community about Flip cameras. They are not sold in many places in Australia and this will make people aware of them. Also, you target the right market by making a video flashmob, cause the people who watch it on youtube prob shoot their own vids too!

BTW, (this isn't aimed at you Zac) flash mobs aren't old. There different, there new, and there gonna be bigger than you think. Not just for product marketing either! Chekc this out: http://bit.ly4pjpjp

Good post,

Has someone been asking you about this stuff somewhere, lol?

Agree 100%. (for a change) If you are going to bla...

2009-11-05T22:26:40.057+11:00

Agree 100%. (for a change)
If you are going to blatantly copy an idea, at least put some effort into improving it.

This feels very much like the case of give the client what the client wants without really advising them properly as to implications and alternatives.