European mobile phone network T-Mobile have continued their trend of ‘flash mob’ marketing, with 13,500 people joining in a karaoke singalong at Trafalgar Square, London. On the 30th April, BBC radio DJ Vernon Kay hosted the event, which was pre-promoted via SMS messaging and a YouTube teaser video.
The event featured 24 cameras, 2,000 microphones handed out to the crowd, professional dancers and singers, and even a guest appearance from pop star Pink. One hour of popular karaoke hits were filmed, with ‘Hey Jude’ from The Beatles condensed into a primetime two minute ad on ITV 48 hours later, breaking in ‘Britain’s Got Talent’.
It follows the mobile phone company’s ‘Dance’ ad that took place at London’s Liverpool street earlier in the year, which has been viewed on YouTube more than 11m times.
This recent event reinforces T-Mobile’s dedication to community building, through their ‘Life’s For Sharing’ YouTube channel, and the other social networks it uses. Hundreds of user comments, thousands of YouTube channel subscribers, and millions of video views supplements their bought media presence, and enables them to communicate with their audience beyond a 30 second TV commercial.