Is the Flip Flash Mob a successful marketing execution?

Now I love a flash mob. From a social perspective they're underground, they're thought provoking and they challenge social norms. And from a marketing perspective they're a communication medium that, if done correctly, can send your message to millions and millions of engaged consumers for a cost that would make a TVC producer cringe.

But if a brand is going to pay for a flash mob execution to be created, surely it is with the intention of brand exposure? You know, the reason why marketers are marketers. ie to get their brand in front of the right audience in order to sell more products. If so (and please correct me if I'm wrong or out of line here) then I don't understand why 'Flip' (which is a handy instrument for mobile videography that I have had first hand experience with) wouldn't capitalise on branding in the viral video below (thanks Mumbrella).

Am I the only one who thinks this is a wasted opportunity? Considering the hope is that this video will generate millions of views like the flash mobs underneath, it doesnt make sense to me that there is no branded pre roll or post roll to the video nor anyone in the crowd subtly demonstrating the use of the flip?



Anyone else agree or disagree?

If you can't get enough of flash mobs like me then see below for some of the most impressive examples I've seen (branded and non branded). Enjoy!

The T-Mobile Dance at Liverpool Station (15 million views) - http://www.youtube.com/watch?v=VQ3d3KigPQM

Trident Unwrapped, Beyonce, Piccadilly Circus (2 million views) - http://www.youtube.com/watch?v=OLj5zphusLw

Frozen in Grand Central (19 million views) - http://www.youtube.com/watch?v=jwMj3PJDxuo

Sound of Music Central Station Antwerp (2 million views) - http://www.youtube.com/watch?v=7EYAUazLI9k

Michael Jackson Tributes (4 million views) - http://www.youtube.com/watch?v=lVJVRywgmYM&feature=fvw

Kasabian's use of social media

The idea is still king!

This fantastic viral video came across my desk today. So far it has gained over 500,000 hits on YouTube (not bad for an unknown band)with many more surely still to come. We can learn a lot from this execution in terms of how to run a sucessful social media campaign. Some lessons below:

1 - Be unique in your execution. Don't just do whatever everyone else is doing. You won't get much cut through this way.

2 - Create a campaign that will generate some buzz within your social community. One of social media's greatest strengths is its ability to virally get you in front of an expodential amount of people.

3 - The idea is still king. No matter how far the world of marketing has come, this video still shows that great campaigns are the result of great ideas.

Now check this out!