Tic Tac France’s Worst Breath In The World

Because the world is just so sick of flash mobs, right? It’s so 2010. Passing out in unison, on the other hand, is all the rage.

Tic Tac finally found a new spin to this whole “let’s get the whole city involved” guerrilla effort in its 2012 marketing prank that makes people realize just how deadly, quite literally, it is to have a bad breath and why they must always carry a Tic Tac.

The Prank

A stranger approaches an unsuspecting guy/girl to ask for directions. In less than five seconds, everyone in the vicinity collapses. A big monitor shows the stranger that other people from nearby areas are also collapsing. Right around this time, the “victim” should know something must be up. It’s just a matter of knowing what is the pay-off.

Watch the video to know how it went.

The Result

The YouTube video got more than 500,000 views but the more telling result is the amount of free media they got from it. Aside from the shares, likes and tweets, Huffington Post and different magazines featured “Tic Tac Prank”.

Considering it is more like a minor effort, the free media they got made it more than worth it.

The Learnings

It’s funny… not hilarious but funny. If there is anything we learn from other viral efforts is that funny works. I would bet on something funny over a celebrity any given Sunday when it comes to viral videos and guerrilla marketing efforts.

If your don’t need a unique product benefit, then come up with a unique approach. Almost all mints immediately boast about their ability to cover up bad breath. Tic Tac knows this. They decided that dropping it wouldn’t be a good marketing spin but sticking with it would make them look like a “me too” product. So, they came up with a unique way of emphasizing the benefit.

Big doesn’t mean expensive. The effort obviously required some budget. Paying more than a hundred people in a day costs some money but it is still less expensive than getting more than a hundred people to dance in unison because that would mean rehearsal day, choreography and others. Tic Tac’s flash mob version is a clear demonstration on how you can go big without spending big.

The Verdict

It’s not a great “marketing prank” but it’s a good one. For the money they had to spend, the result was good. More importantly, the brand was able to prove that it’s nice to make of your product and your customers every now and then.

Flashmob Orchestra Strikes Wows Hospital Audience

Forty students from the Jerusalem Academy of Music and Dance took a classical approach to the flashmob as they flashwaltzed Tchaikovsky’s Waltz of the Flowers at the new Sarah Wetsman Davidson Hospital Tower in Jerusalem. Doctors, patients and passers-by joined in the fun.

The surprise concert was part of Good Deeds Day, an annual event that originated in Israel in 2007 and now takes place in over 50 countries worldwide. On this day volunteers reach out to the less fortunate and the vulnerable.

The Academy students enjoyed the day so much that they have decided to schedule regular concerts at the hospital. Hadassah Medical Organization treats over one million patients annually, without regard to race, religion or national origin.

Flashmob marketing is about entertainment. This one truly wowed us and really showed us how talented the Academy is. Although not blatantly advertising the school, it sure gives the audience an impression on the quality that is taught there!

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How To Make A Music Video Go Viral Via Flashmob

ben howard flash mob

About a year ago, marketing & film company, Sensu, was delegated a very important task, to market musician Ben Howard’s latest song.

Sensu made a secret Facebook event page telling people about a free concert and free beer. They also got the local press to mention the event. In no time, they had 500 attendees.

Ben was to perform an acoustic version of his song, “Only Love”, on a balcony on a seemingly empty street. As soon as he started performing, lights went on and the streets filled with people.

What a great way to capture real emotion with real people!

Watch the flash mob music video below:

The Results

The video was covered in several newspapers, radio stations, tv, and blogs. The video has since been watched over 820,000 times, got over 5,400 likes and over 700 reactions on YouTube.

Push The Red Button To Add Drama Flash Mob by TNT Benelux

On April 10th, Turner Television Network station, TNT Benelux brought a dramatic surprise on a quiet square. The TV station placed a red button in a quiet square in Flanders in Belgium. A flashy arrow hovered above the button that said, “Push to add drama.” Of course very few would even consider it as most individuals passed it by; however, for the people that did have the courage to press it go a wonderfully fun surprise. Their tagline: We know drama. And this is how we announced it.

The video was created by advertising agency, Duval Guillame Modem, has become the second most-shared ad of all time after the “The Force” 2011 Super Bowl ad from Volkswagen.

On April 16th, the video has been viewed over 22 million times.

The Nivea Q10+ “Wouaaah Effect” Flash Mob

You’re walking down the street and you notice a pop-up tent on the side of the walkway giving out free samples of their product. Naturally you’re compelled to check it out. I mean, what’s the harm in just taking a couple seconds to try out some free product? Little did you know, you’d be in for quite the surprise!

Draft FCB Paris recently created a fun flash mob campaign for Nivea’s Q10 Plus product. An unsuspecting young woman stops by a tent to try the product and walks away with a flyer with more information. Ok, typical street vendor and marketing campaign. It turns out, she is the victim and center of attention for this hilarious and very fun flash mob!

The video was placed on YouTube and has a little over 50,000 views. It begs to question, does this flash mob campaign have enough penetration? What do you think?