Flash Mobs and Experiential Marketing

Recently, I wrote about how mobile marketing-at least as far as the event and experiential marketing industry is concerned- has suffered from an identity crisis since the mobile phone industry has inadvertently hijacked the term "mobile marketing."

For those of us in the event marketing industry, "mobile marketing" always meant taking a brand's message on the road as part of vehicle-based mobile marketing program designed to reach a target audience in the right place at the right time. These days,  when somebody mentions "mobile marketing," more than likely you think of being engaged by an advertiser via your mobile phone.

Now, another event marketing term is going by the wayside as authorities in Philadelphia are combating violent "Flash Mobs" that have popped up throughout the city. According to this article in today's Philadelphia Inquirer, last weekend "teenagers gathered using social-networking sites like Facebook, MySpace and Twitter. By spreading the word on line, the kids were able to gather a big crowd. For a brief time, these teens fought in the streets, a few bystanders were beaten up, and several shops were vandalized."

Certainly, this is discouraging in a number of ways, with the senseless violence and vandalism being at the top of the list.

But somebody has coined the term "Flash Mob" for this type of activity and turned it into something negative. It used to be that a "Flash Mob" was something creative and fun, where people would "spontaneously" merge together in a public place for a cause or for a brand's new campaign.

This morning I googled "Flash Mob" and the negative aspect of this term is now the third listing.

Utilizing Flash Mobs are part of Synergy's took kit that we pitch to clients for ideas. It looks like our agency and others involved in the industry-along with brands looking to utilize this idea-will have to find a new moniker for this cool concept.

If you were a brand or agency, would you now pitch a "Flash Mob" for your next event? Either way, it looks like part of Synergy's next brainstorm will be dedicated to coining a new term for our next "Flash Mob" pitch.

In the meanwhile, enjoy this great video of an "old-fashioned" flash mob.