EXCLUSIVE: Ten stages flash mob stunt to promote So You Think You Can Dance
Network Ten has taken inspiration from flash mobs and staged an impromptu dance performance in a food court to promote the launch of So You Think You Can Dance Australia.
The performance was uploaded to YouTube over the weekend. The video first features one dancer, who bumps into a cleaner, who turns out to be another one of the dancers, and then joins in the process before there are eventually ten performers while the crowd looks on.
The stunt – which takes place in Sydney’s Pitt Street Mall – will inevitably draw comparisons with the recent T-mobile dance flash mob at a railway station in the UK. However, Christmas decorations in the background confirm that the performance, which was shot four with hidden cameras, took place before T-Mobile’s much bigger budget effort was executed in the UK.
Not to mention the similarity too ImprovEverywhere’s Food Court Musical: http://au.youtube.com/watch?v=dkYZ6rbPU2M
Both of these stunts are just a take off from the creative idea created by improv everywhere. Their food court musical (http://improveverywhere.com/20.....t-musical/) was done back in march 2008.
What came first, T-Mobile or Channel 10?
Be careful Mumbles or you’ll turn into the Campaign Brief Blog.
Talking of which, I reckon they’re both shit. No chance of metal at all. Unless there’s some sort of strategy planning offshoot at Cannes this year.
😉
Thats not bad .. but this one is truly awesome!!! bored delayed travellers at londons luton airport got a real treat… and its an AD…a lesson to stupid jacket marketers everywhere.. that deception can be ok?… https://www.youtube.com/watch?v=yujOFzykhao
Hi Stan,
My take on the the Ten/ T-Mobile debate is that they genuinely both pursued the same (not entirely original, as Juzzah points out) idea. You can see the difference that a budget makes, mind you.
But I do quite like the fact that a behemoth like Ten is trying something that for Australian TV networks is a new thing. It’s one of their first dabbles, but if they get a bit of success with this one, then presumably we’ll see more ambitious and original work later on.
Cheers,
Tim – Mumbrella
Tim, what are your thoughts about FTA TV stations not really using the internet to promote their shows. I don’t see much ATL digital activity (search, display, mobile etc) for any of the networks big launches this week (Yahoo!7 are running a Desperate Housewives ad on the homepage)
Personally I think it is interesting. Here are networks that tell the market they need to embrace online (and in particular their ventures – be it a Y!7 or a ninemsn) but don’t really follow their own advice …
On radio this morning and in todays papers I saw a lot of paid activity promoting these shows … digital not so much.
Hi Ben,
I wonder if there various alliances actually count against them, whenj it coems to integrating messages.
Nine, for instance, would presumably come under pressure not to step outside of Ninemsn. Similarly, Seven must be expected to give all its love to Yahoo!7. Hard then to plan an online campaign in the same way you would for any other major consumer brand.
Channel sets the benchmark for station promos I think.
Stylish. Simple. Cool…ish.
Seriously.
Good points tim … although i remember when i worked at yahoo pre yahoo7 i saw a campaign for greys anatomy (a special code black episode) on Hotmail! That’s a good 4 years ago though.
Bandwagon jumping at its worst.
See Stansted Airport London stunt of June last year. Done much better.
The fact there was music playing immediately alerted people to the fact that this was all staged. Had they done it with no music it would have been more engaging for the spectators and more interesting for the viewers watching online. I’ve seen people dance plenty of times, but watching peoples’ faces as they try to work out what the hell is playing out in front of them would have made this more compelling in my opinion.
See an earlier post I wrote about T Mobile usingthe idea of flash mobs…
“If you’re going to appropriate an existing idea or trend for your campaign, use it while it’s still fresh. Because T-Mobile have jumped on the flash mob craze a little too late, it actually makes their brand look uncool and out of touch.”
http://www.omgwithemily.com/20.....e-and.html
Apart from the concept of flashmobbing being very 1990s, you would have to be disappointed if your execution wasnt reported in the media or discussed within the industry at the time it occurred. Revealing it months later just makes it look like a staged ad. Snooze.
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