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Flashmob efficacy
Topic Started: Feb 9 2015, 06:23 PM (27 Views)
YanLingHuang

Considering the cost of organizing and coordinating a massive flashmob, how impactful and long-lasting are the effects of a flashmobs and do they even lead to considerable behavioral change?
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Charlotte_Lee

Hi Yanling,

It is of my knowledge that flashmobs aren't exactly that expensive to organize after all. If you were to hire an external choreographer, it would usually cost $500-1000 per choreography that lasts from 3-5 minutes long. Most companies also gather volunteers (from their own staff pool) or contact student dance groups that are willing to perform at low or no cost at all because of the exposure.

Based on flash mob's ability to be attention grabbing, and garner viral effects on social media and the Internet, I would say that flash mobs are generally cost-efficient (depending on how much companies manage to save on hiring manpower, dancers/actors)
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Dotty

Hello everyone,

I hear that organizing a flashmob is illegal unless you obtain a public entertainment license beforehand!

Awhile back, there was this restaurant in Clarke Quay called Fern & Kiwi that staged a flash mob on Orchard road without authorization. They had put up an impromptu performance of haka (a well-known traditional New Zealand dance of Maori heritage and the participants at the flash mob were made up mostly of the restaurant’s staff members. Now they could face fines of up to S$10,000 if it is found to have contravened the Public Entertainments and Meetings Act.

Here is the link for the full article: http://features.insing.com/feature/kiwi-investigated-staging-flash-mob/id-055f3f00/
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Dotty

Just for some fun, here is the top 10 most viewed flash mobs of all time!

http://youtube-trends.blogspot.sg/2011/04/10-most-viewed-flash-mobs-of-all-time.html

Here are some take home points!
- it defines flash mobs as a group of people who appear in one location unexpectedly and usually put on some sort of rehearsed performance
- these have practically become a staple of YouTube in recent years.
- there are many creative variations on it that viewers continue to seek them out and the phenomenon has yet to tire.
- according to YouTube search data, big interest in the term "flash mob" started to rise in mid-2009 and remained steady December 2010
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warbs

I think the impact of a flashmob is only limited to the immediate surrounding it happens in, unless it is sufficiently attention-grabbing enough to get some press coverage or social media value. Organisers should definitely film the flashmob down and engage in social media strategies to increase the reach and maximise use of the flashmob.
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WY92

I think one of the advantages of such "advertisement" is the virality of the flashmob that would be available after the flashmob is carried out.

I feel that whenever a flashmob is performed, on-lookers tends to use their smartphones to take video/ photo of it and start uploading onto social media platforms. Thus, that is when it starts to become viral as people tends to watch video taken by friends especially on Instagram. The photos and videos are uploaded by different people in different social circles and everyone starts to know about the flashmob even without target marketing by the company. Messages can be successfully delivered out through an impactful and creative way.
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pinkpiggy209

I think the main aim of appeal of flashmobs' not simply the localised audience that chance upon the flashmob but the message it carries that provides the basis for social media sharing (i.e. recording the flashmobs with the hope it becomes viral). For example, a rather successful campaign for WestJet used social media to record the few gifts they gave out for Christmas to customers, effectively multiplying the value of the investment in organising the flashmob: https://www.youtube.com/watch?v=zIEIvi2MuEk

However, this is rather tricky as it involves high unpredictability of social media and what makes for viral content. A lot of tiny details come into play to determine the success of such tactics.
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