Naturally curious and constantly poking his head into everything and anything, Amos believes that experience is the best teacher and is willing to eat, do or learn anything just for the next big idea in advertising. When he isn’t daydreaming, he can be found playing video games, watching good movies or enjoying music.
T-Mobile never ceases to amaze. Following the successful flash mobs held at Liverpool Street Station and Trafalgar Square, T-Mobile recently served up its latest offering, ‘Welcome Back’.
A 3-minute song and dance extravaganza carried out at Heathrow Airport, it was aired on UK television on the 29th of October, with simultaneous drops on Youtube, Twitter and Facebook.
18 days and 3.2 million views solely on Youtube later, T-Mobile has yet another viral hit on their hands.
The success of T-Mobile’s stunts has naturally enticed imitators to follow suit. Singapore’s Changi Airport attempted one, and so did HTC at Raffles Place. But both don’t seem to be enjoying the same amount of success.
There are a few reasons why flash mobs have worked for T-Mobile.
Penetration
As mentioned before, T-Mobile spares no expense in ensuring maximum audience penetration. Besides having the videos online, they were also broadcast on UK television, betting that viewers will be so enamored with the flash mobs that they will catch them again on Youtube. It was right.
Consistency
Consistency is another reason for its success. T-Mobile could have done one flash mob and called it a day. But it has constantly reinvented its flash mobs. Over the last 1 ½ years, each of its flash mobs have featured something different.
But the core reason why flash mobs have worked so well for T-Mobile is because it fully captures the essence of its current campaign, ‘Life’s for Sharing’.
It is a simple idea that inspires sharing with friends and family. And a mobile phone is the most convenient way of sharing those moments. Drawing from that insight, T-Mobile has built a brand that has associated itself strongly with ‘sharing’.
These flash mobs are not an auxiliary part of the campaign. They are the campaign. The flash mobs that T-Mobile carries out define the brand.
ROI
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