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Black Eyed Peas – Oprah

The Flash Mob performed during the Black Eyed Peas concert in Chicago (in honor of Oprah Winfrey) was one of the biggest ever performed and is currently known all across the world.

It all started out with a small group of dancers, these dancers went up to people before the start of the concert and asked them to participate in the flash mob, as more people were mobilized everyone started teaching each other a simple dance that was to be performed during the concert. This way more and more people were drafted and the amount of participants become astoundingly large.

A few factors attributed to the fact this became an extremely successful strategy;
1. The song was already known worldwide, and of course, it’s a great song.
2. It went from guerrilla marketing to viral marketing as millions of people watched the video’s posted on the net.
3. It was re-watchable, basically, once you’ve seen it, you’ll probably want to see it a couple more times.
4. The amount of buzz created from the video’s posted online was tremendous, people all across the world started talking about it and the link was shared on almost every social networking site.
5. For marketeers, this was a brilliant strategy. It was thought-provoking, people started thinking ‘How can I make something like this happen?’. And of course for marketeers, the question was, how to link a brand to something like this?

It was a memorable marketing strategy, whether or not the original idea was meant for marketing usages, it became one in an instant.


Written 12-19-2010.
Published on 01-21-2011.


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