T-Mobile/Dance (Most Contagious)

17 Dec 2009

This video features in Most Contagious 2009, Contagious Magazine's round-up of the most innovative campaigns and trends of the past year. Download the PDF here.

Flash mobs invaded our digital and TV screens in 2009, as increased use of real time networks such as Twitter facilitated the spontaneous massing of crowds. Building on the anarchic ideals of the movement T-Mobile added a smile to proceedings in January with the famous ‘Dance’ spot. The ad through Saatchi & Saatchi, London celebrated T-Mobile’s ‘life’s for sharing’ positioning as 400 ‘commuters’ got down in front of gathering crowds.

The dance-off staged at London’s Liverpool Street has had more than 15 million plays on YouTube, a further million for the ‘making of’ film and hundreds of thousands of views of spin-off events. In the next installment, more than 13,000 people filled Trafalgar Square for a gigantic karaoke session, belting out classics before they were joined by Pink for some professional support. The clips have garnered 2.5 million YouTube views.

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