Buena Vista is the latest Australian marketer to use the growing concept of “flash mobbing” as part of its marketing strategy.
The film marketing and distribution company created a ‘flash mob”—the gathering of a bunch of people at a predetermined location and time to perform a group action—as part of its marketing activity for its quirky new release Hitchhikers Guide to the Galaxy.
With the help of its PR agency Spin Communications, Buena Vista organised a gathering of 100 people at lunchtime in Melbourne’s busy Federation Square last week.
For 60 seconds they simultaneously waved towels in the air and shouted phrases relating to the movie including, “The Vogans are coming!”,“It’s the end of the world!” and “Don’t Panic!”.
Spin arranged the event via online seeding, forwarded emails, SMS and flyer handouts asking people to enter their details online for further details of the event.
Recently Motorola used the concept of flash mobs as part of its marketing strategy to launch its push into the 3G market. It organised for a mob to gather in Sydney and create the “world’s largest air guitar performance”.
Spin director, Karson Stimson said “flash mobbing” was an untapped area for marketers.
“We thought this was ideal for a film of such a unique and quirky nature,” Stimson said.
National marketing director, Buena Vista International, Peta Ascham, said the company planned to use the activity to market future releases.
"We thought that we would trial this type of activity to be integrated into the film's marketing communications strategy and the outcome of the initiative proved to be very successful,” Ascham said.
