Dancing for H&M

Although I think most of you guys are familiar with flashmobs, I will give a short explanation. A flashmob is an event where a large group of people suddenly appear in a public place to perform or do something. This event is mostly arranged with the use of internet. I knew that flashmobbing was an hype, but I never heard of it as a publicity tool for organizations.

H&M, the well-known clothing company, got some great publicity due to this by them organized event. They arranged a group of kids from a dance school to perform in a flashmob, dressed in clothes from H&M Kids. The group suddenly appeared at the San Fransisco's Union Square. In the youtube video you can see the surprised faces of the people on the street.



After seeing this video I started googling for some more examples. It appeared that flashmobs are often used as publicity for a company or organization. H&M wasn't even the first one with this idea, T-Mobile organized a similar event a year ago, for the Life's for sharing campaign. Around 350 people broke into a choreographed dance routine in London's Liverpool Street Station.



In my opinion this kind of publicity is exactly what attracts people to a brand and creates a great brand image!