Imagine if we had to mount this same Act in another way, with actors for example, or people; the motivation that people put in this novel spontaneous action of social group system, exceeding expectations. It is much more attractive for people who a scenario for example, is much faster than a lecture, is much more striking than other street marketing or guerrilla marketing actions. For this reason the use of Flash mob as Marketing tool did not wait, these spontaneous acts have huge potential for Marketing. Only if we stop at the innovative aspect, people are hardly surprised to see any advertising spot on TV, but it is difficult that they do not be surprised if they see a flash mob while they shop or take a break in their work. The FlashMob have incredible residual effect in the minds of people and also have a very usable echo effect, everyone is talking about what they saw and discussed. There is a campaign by Desigual stores in the main cities of Spain and could be considered a FlashMob; It consists in that if you go to the time that the shop opens its doors without clothes, you give something up and some down. The giant of the Ikea decor in the publication of the 2010 swatch also performed a choreography with camouflaged and dancers dressed as Ikea workers who have paralyzed activity in the store to represent Mamma Mia from the also Swedish, ABBA.
Customers who made their purchases did not know this campaign and debated between disbelief and amazement. Finally, Ikea got surprised once more and did reach their customers with the publication of its new catalogue in a shocking manner. The FlashMob is regarded as one of the branches of the Guerrilla Marketing, so designers, must find place with high conglomeration of people; While more people to participate or watch the action more viral effect we will have. It is believed that this type of strategies grows as a Buzz while if you participated and it went up to Youtube, you’ll see it, share it or if it was a friend, will give you desire to see it and comment on it. Also if passed out there, be it you tell someone and you’ll be pleased to see the video on Youtube.
A circle that is not closed and that achieves objectives in campaigns to contribute to the development of the Branding or Marketing. On the other hand, may be the cost of mounting the FlashMob very inferior to other with less risk and Guerrilla Marketing strategies; If a FlashMob fails, the investment made comparatively is less. But the important thing to keep in mind is that investment in a flash mob usually have a % return higher than other marketing actions. There is long way to go but, meanwhile, the FlashMob is located in privileged positions in the Marketing (guerilla or Street Marketing), do not underestimate the power of laughter in all this; When a FlashMob – is conducted in general – people sports, is distends, feels good, relax and thats a good start to make our brand or product present for a long time in the minds of consumers.