Are flash mobs effective?

13 years ago

Originally Posted by AmandaCleary

The subject I have chosen to investigate is whether or not flash mobs have a positive influence towards a brand. I would like to know if anyone had any thoughts on this subject?

My immediate thought is that the subject of your dissertation is unclear.

Let's say a grassroots movement springs up to, say, encourage the use of a particular brand of soap. Assume it's Ivory.

Five thousand people assemble in a location and shout "Ivory soap!" at the top of their lungs. What effect does that have?

Five thousand people assemble in a location and pelt passersby with bars of Ivory soap. What effect does that have?

If we take as a presupposition that both of these have a negative effect, then might the leading competitor benefit from both of these? If the brand of Ivory were to be eroded, all of Ivory's competitors would probably gain by it - and probably in direct proportion to their market share.

Now, let's turn the tables somewhat. What if the brand itself is behind the flash mob? Perhaps Procter and Gamble themselves start a text-message service you can join to get the GPS coordinates of the mob location. Or, if the mob is detrimental to the brand, a competitor does so.

Does the flash mob still have the same effect? Does the same perception result in the eyes of the public?

Now let's change it up again. How do things change if, in addition to directing the flash mob, the organiser pays or otherwise compensates the participants?

I think your dissertation needs more focus. There are a lot of very good questions in here, but I think you need to decide which one to answer, or your attention will be so scattered that you won't learn much.

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GreenMachine

13 years ago

I think this is a totally subjective questions... Each individual will react differently to different stimuli... some people find flash mobs to be obnoxious... Others embrace them and begin to participate... I think both of these individuals will have a different emotional tie to the product being advertised... Really I think the best way to use a flash mob as a brand ambassador would be to create some sort of viral video campaign of the flash mob (think improvanywhere) which would then allow you to endorse your brand with the video campaign.. Perhaps that would be more successful... But please keep us posted as I would love to see what conclusions you draw in your dissertation...

Thanks
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Devid Farah

13 years ago

You could test this using this very forum, you could find a target product /site, and create a flash mob incident and monitor the before and after impacts on the websites traffic.

Easy to set up, simple to do and possibly very effective.

If I you pulled it off and I was your lecturer I’d give you top marks for the idea.

Why not give it a try?

Pick the right site and you could make some money as well.

Thanks
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freemen14

13 years ago

Good question.

I was at a mall yesterday when this flash mob hit.

YouTube - Polo Park Flash Mob - Jan 5 2011

It was to promote some charity work. I guess the media was informed of it earlier and stuff and it was all over the evening news. How it would work for business I'm not sure but I know organizations are using it quite effectively right now.

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AmandaCleary

13 years ago

Thanks so much for all of your replies!

CDarklock I completely see where your coming from and I have not yet fully decided my title. However, in regards to what you have said I think it would be worthwhile to see if flash mobs have positive influence on brands and organisations, an example of this being the recent T Mobile advertisement. I would like to investigate whether this ad generated positive reactions towards T Mobile or if people merely enjoy the ad due to the entertainment value, rather than paying attention to what the brand or organisation are trying to achieve.I hope that makes some more sense?

GreenMachine I am in complete agreement with you. Part of the research I am conducting will be into the use of viral videos and how quickly these spread accross the now widely used social media sites. Will definitely keep you posted on what I end up finding!

Devid Farah, I hadn't thought of creating my own, or infact trying to make some money from it! Thanks for opening this idea to me!

freemen14 thank you for sharing this video! I am really interested in the difference a flash mob can have to a brand or an organisation - especially something like a charity. I think this kind of organisation may prosper more from this sort of stunt, as the objective of the idea is to join people together in this random stunt, rather than promote a form of materialistic business idea, who's main objective will be to increase sales.

So when you see a flash mob do you find it interesting because of the particular stunt? Or do you think it increases a kind of recall to the brand or organisation that are holding the event?

Thanks for all your replies so far - any feedback is really helpful to what I am studying!

Thanks
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CDarklock

13 years ago

Originally Posted by AmandaCleary

So when you see a flash mob do you find it interesting because of the particular stunt? Or do you think it increases a kind of recall to the brand or organisation that are holding the event?

Keep in mind that none of this is intended to be insulting to you personally.

In general, I don't know or care who that brand or organisation might be. Most of the things flash mobs do strike me as disruptive and annoying, because basically I'm trying to get through my day and here come the Jets like a bat out of hell someone gets in our way someone don't feel so well and

Because, you know, I'm just trying to get to the damn shoe store before it closes.

If I know that a particular group is behind this stunt, the first thing I'm going to think of is how they got in my way and pissed me off.

Can it be positive? I guess it could. I just don't see how. Every time I've seen a stunt like this with some group behind it, they've missed the point. There's artistry and beauty in the spontaneous viral stuff, but you can't... I mean, honestly, it's just forced meme. Like Milhouse.

Thanks

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"The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers

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Bingo123 13 years ago

I don't think they would have a negative effect that's for sure, if they are done correctly and tastefully. I love flashmobs. Never been involved in one, but I laugh every time I see one on Youtube.
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JanG

13 years ago

As far as I know flash mobs have always had the intention to entertain. During the last years a large percentage of them (I can also speak of German flash mobs) they have partly been used as a political instrument, as well, which I find to be rather controversial. But how can a flash mob affect certain brands? By shouting its name out loudly? I've never attended such a flash mob, but I think the brand that would be picked for such an event would probably one that most people know und use anyway so I don't think a single flash mob event has the power to change the way people think about that brand.

Those are just my thoughts.

P.S.: Ah, I think I now what you mean. Flash mobs organized by companies used as a marketing instrument. Well, I think a few single events still might not change the way the majority of people think about a certain product. I also think that flash mobs should be rather used for entertainment than for marketing purposes, because as the latter they are just pathetic in my eyes.

Thanks

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matt5409

13 years ago

Originally Posted by AmandaCleary

Hello,

My name is Amanda Cleary and I am currently a student at Bournemouth University working towards my dissertation. The subject I have chosen to investigate is whether or not flash mobs have a positive influence towards a brand. I would like to know if anyone had any thoughts on this subject? Do you personally think that a flash mob positively effects a brand, or if it is merely a random event purely for entertainment. Any feedback would be really really helpful to my research.

Thanks!
Amanda

didnt T-Mobile do something like that on their adverts?

Thanks

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sbucciarel

Banned 13 years ago

The only flash mobs I've seen were spontaneous singing or dancing or entertainment of some sort. Anything that smacked of an advertisement would bore me or irritate me or both.

Thanks

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Lazy

13 years ago

I love flash mobs. Being a part of one is so fun. I'd imagine that with the right direction, and market research on a smaller scale, it could be a good strategy. I think it would work especially well for impulse buys.

Imagine you're in a store, and every single person you see is carrying the new flavor of doritos. and they all look really happy. wouldn't you be curious?

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sbucciarel

Banned 13 years ago

Here's an example of a flash mob that I loved.

YouTube - Christmas Food Court Flash Mob,...

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1 reply

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AmandaCleary

13 years ago

Thanks for all the posts! - I really enjoy looking at new flash mobs that I have not seen. Although not completely relevant to my work, if you haven't already, take a look at the mp3 new york flash mob!

Lazy thank you for giving a different view on the subject - I too agree and think that the idea of flash mobs are fun and exciting. However, I am extremely interested in the ideas displayed by CDarklock and sbucciarel. Do you not find that when brands use this form of marketing tool, you feel more attached to it? Obviously if it being a brand that you may already have a positive relationship with? Do you not find this form of advertising less intrusive and more about the public, rather than a huge organisation trying to make you buy a product?

Thanks again, this is all really helpful!

Thanks
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CDarklock

13 years ago

Originally Posted by AmandaCleary

Do you not find that when brands use this form of marketing tool, you feel more attached to it? Obviously if it being a brand that you may already have a positive relationship with?

I was working as a contractor at Microsoft during some efforts to "connect" with the youth market and convince them they should all buy and use Zunes. Microsoft hired a lot of very "edgy" new companies to come up with great marketing campaigns, which included some "viral" efforts and "alternate reality" games and, yes, flash mobs.

Most of us thought these ideas were stupid. Keep in mind, we at Microsoft loved Microsoft, and even as alumni have quite possibly the most unreasonably positive opinion possible of the company. We were looking at these plans and saying "this is stupid, nobody will like it, and we are probably going to get in trouble with our market."

The "edgy" new companies pooh-poohed our opinions and insisted that this was a brave new viral internet world, and these things would be cooooooool.

It sounded that way when they said it: coooooooool. Never just the plain, unadorned "cool" - always coooooooool.

The companies were handed quite nearly a nine-figure budget in toto, and off they went to alienate and offend our target market with "Zune song sharing kiosks" in colleges.... "Zune sticker scavenger hunts" in metro stations... "Zune social parties" at raves (the flash mob effort - hordes of partygoers would show up with Zunes and share music, which of course none of the non-Zune users could do)... and one particularly horrible CG television commercial which... well...

YouTube - Zune Art - tokyo plastic

So how well does it work?

Um... how many people here didn't work for Microsoft and own a Zune?

(I don't count. I own three.)

Thanks
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"The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers

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paulie888

13 years ago

Originally Posted by CDarklock

The "edgy" new companies pooh-poohed our opinions and insisted that this was a brave new viral internet world, and these things would be cooooooool.

It sounded that way when they said it: coooooooool. Never just the plain, unadorned "cool" - always coooooooool.

The companies were handed quite nearly a nine-figure budget in toto, and off they went to alienate and offend our target market with "Zune song sharing kiosks" in colleges.... "Zune sticker scavenger hunts" in metro stations... "Zune social parties" at raves (the flash mob effort - hordes of partygoers would show up with Zunes and share music, which of course none of the non-Zune users could do)... and one particularly horrible CG television commercial which... well...

So how well does it work?

Um... how many people here didn't work for Microsoft and own a Zune?

(I don't count. I own three.)

I've always thought that Microsoft's campaigns were not very effective for the most part, and tended to oscillate between the tried and true (i.e. boring and predictable), and the off tangent and irrelevant approaches.

What's shocking is that there has been no shortage of marketing funds thrown at these "edgy" marketing companies that promise outrageous results, and it looks to me that an inordinately huge proportion of Microsoft's marketing budget has been squandered away on this.

If there's anything I've noticed, there's been an utter lack of consistency in Microsoft's marketing campaigns, and as I've mentioned above they tend to vacillate between extremes.

Perhaps it'd do them some good to take several pointers from their sworn and mortal enemy (Apple) and perhaps come up with a marketing campaign that's more consistent and uniform, and yet also manages to capture and sustain the general public's interest.

Thanks
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CDarklock

13 years ago

Originally Posted by paulie888

If there's anything I've noticed, there's been an utter lack of consistency in Microsoft's marketing campaigns, and as I've mentioned above they tend to vacillate between extremes.

I think most people at Microsoft would agree with you. They're floundering. They don't know what to do anymore. They make great products, but they're really bad at marketing those products, because they're great on a level where nobody cares.

Microsoft's idea of great is "nothing bad happens." Trouble is, nothing particularly good happens, either. Then you go use a Mac, and you have frequent "WTF" moments - but you also have a few "ooh, look at that" moments. Microsoft products never make anyone happy.

There's not an Apple product on the planet that can't make you say "wow" in five minutes, even if their phone sucks at making and receiving phone calls. That's how powerful "wow" is. And Microsoft does not have it.

This is probably the most negative thing you'll ever see me say about Microsoft.

Thanks

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"The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers

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AmandaCleary 13 years ago

I agree with what you are saying about Microsoft, unfortunately apple seem to have stolen the stage when it comes to advertising. In regards to recall I can barely remember any advertising Microsoft has done?!

If apple were to do a flash mob how do you think this would be received by the public?

Do you not find this form of advertising less intrusive and more about the public, rather than a huge organisation trying to make you buy a product?

I guess another issue with flash mobs is that it is unclear what brand or organisation is being promoted until the video goes viral. What are your thoughts on this? Waste of time? Or just a longer way of getting a brand name to the forefront of peoples minds?
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CDarklock

13 years ago

Am I the only one who just flashed back to this?

YouTube - Mustard

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"The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers

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Genesis1

13 years ago

Amanda, I like flash mobs and they actually might work. The best thing of flash mob is taking part of it

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Trailblazer2

13 years ago

I was supposed to participate in a flash mob to promote my country to tourists and thought that was a great idea with a positive effect. Good luck with your dissertation.

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pethanks

13 years ago

Yes, flash mobs are very powerful. Explore it!

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Are flash mobs effective?

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