T-Mobile has started an extraordinary and very successful guerrilla marketing campaign in the UK. In January London’s Liverpool Street station became the venue for an unexpected mass dance performance. In the middle of the rush hour a couple of disguised dancers started to dance spontaneously while dance music was played over the PA system. As the music track progressed, more and more dancers joined the performance and encouraged members of the public to dance with them. The mass dance of 400 people in total was filmed by 10 hidden cameras as part of a new T-Mobile campaign called “Life’s for sharing”
The advertisement was shown on TV but also posted on YouTube.
Within only 4 weeks this video generated nearly 5 million views and received more than 8,000 predominantly very positive comments. For the whole campaign T-Mobile has set up its own “Life’s for sharing”-channel on YouTube with several other videos dealing with this campaign, such as the making-of, instructions on how to dance the T-Mobile dance or video clips filmed with mobile phone cameras by passers-by who just happened to be at Liverpool Street station during the performance
The fascination about this event is still continuing
In the last weeks fans of the London dance performance started similar dance performances in other public places in several other cities in the United Kingdom. And the latest coup took place once again at London’s Liverpool Street station on 9th February. Organized through the social networking site Facebook, more than 13,000 people gathered at the station to imitate the T-Mobile dance advertising. The police were forced to close the whole station over fears of overcrowding. This event certainly caused some inconvenience and trouble for the police and commuters – but for T-Mobile it generated lots of free publicity!
PROS:
- Viral spread
- Causing a lot of buzz and publicity
- Emotional ad
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