Generally speaking, flash mobs have been around for a while now and have one very distinct characteristic: The ability to get people interested and spread the message they’re perceiving!
Flash Mob Marketing is a blend of performance and street dance performed by brands to evoke a spontaneous response from a surprised audience. It is typically staged to appear improvised in public places, creating spontaneous confusion between the performer and the viewer. To be considered successful, a Flash Mob must engage the audience in such a way that the experience of both performer and viewer is unified.
Flash Mob as a marketing strategy
Unlike traditional forms of advertising, Flash Mob Marketing has evolved in recent years, as brands leverage the element of surprise and the power of a viral video to capture audiences.
It’s a form of marketing that involves a group of people performing a specific routine… all with the aim of raising awareness about a brand.
Thanks to its potential and innovative approach to attracting potential customers, Flash Mob Marketing has become one of the main promotional options for many businesses.
It’s entertaining for the viewer and functional for the brand!
Difference between Flash Mob and Dance Marketing
Flash Mob Marketing is a planned, collective strategy carried out in crowded public places. The idea is to capture the attention of those people during the short duration of the activity.
Its main purpose is to send a message to the public that reinforces your brand or product’s marketing strategy, but indirectly. This means that, although it’s used for entertainment purposes, it ultimately fosters audience engagement with your brand. They’ll always remember you!
On the other hand, dance marketing is more specific. Its purpose is essentially commercial. It seeks to promote a brand and raise awareness of a company.
Advantages of Flash Mob Marketing
Flash Mob Marketing has many benefits that will help you position your brand or business. Below are some of them:
- They can help provide instant recognition: this is because those in the Flash Mob area will share the event they witnessed with their friends and family. It will become the talk of the town.
- It’s low-cost: because most people involved in flash mobs will participate for the sheer pleasure of the experience.
- It requires few technical resources: you’ll need a high-quality camera to document the entire flash mob and then upload the video to social media to reach even more people. But not much more than that!
- You can boost social media campaigns: Flash Mob Marketing videos are very popular online. They are viewed by millions on major social media sites as viewers embrace the experience and the marketing message presented by the brand.
How to use it in a marketing strategy?
Flash Mob Marketing offers spontaneity, as well as a contagious visual and auditory spectacle that is positively received by the public.
Make sure the way you present a performance has a high likelihood of audiences joining in. You should encourage participation in the fun.
On the other hand, you must foster the element of surprise. It should seem like something done on the spur of the moment and catch your audience off guard.
As the Flash Mob progresses and the crowd begins to join in, you’ll have them in your pocket!
Also, be sure to document the Flash Mob from start to finish. This will be the video footage we publish on social media. The more YouTube views, the greater the brand’s exposure. The more Facebook shares, the greater the viral success.
Remember that Flash Mob Marketing has multiple benefits for building brand awareness, so don’t hesitate to include this technique in your advertising campaigns.