Definition of Flashmob

“Flashmob” is not a digital marketing term, but rather a social phenomenon. It refers to a large group of people who assemble suddenly in a public space, perform a brief, coordinated action, and then quickly disperse. The event is usually planned via social media or other digital communication platforms, and it often serves as a form of artistic expression, entertainment, or promotion.


The phonetic pronunciation of the keyword “Flashmob” is: /ˈflæʃmɒb/

Key Takeaways

  1. Flash mobs are large, seemingly spontaneous gatherings of people who perform a specific action or display a particular behavior for a brief period, often for the purpose of entertainment or to convey a message.
  2. Flash mobs are typically organized using social media, email, or other digital communication tools, allowing participants to coordinate the precise time, location, and details of the event without attracting attention beforehand.
  3. Flash mobs have been used for various purposes, including performance art, political protest, and marketing campaigns, showcasing the versatility and impact of this innovative form of public expression.

Importance of Flashmob

The digital marketing term “Flashmob” is important because it refers to a unique and engaging marketing strategy that involves organizing a group of people to perform a specific action or event in a public space, often with an element of surprise.

This form of marketing captures the attention of the audience, generates buzz, and creates shareable content for social media platforms.

Flashmobs capitalize on the power of virality, enabling the brand’s message to gain widespread visibility rapidly.

This sudden surge of interest and engagement can help businesses boost their brand awareness, reinforce brand identity, and connect with their target demographic on an emotional level, ultimately leading to increased conversion rates and customer loyalty.


Flashmobs initially gained popularity as a form of spontaneous public performance, often choreographed dance routines or other creative art forms, that sought to surprise and engage onlookers. In recent times, this concept has been leveraged as an innovative digital marketing methodology to promote brands, products, or ideas. The primary purpose of a flashmob as a digital marketing tool is to create a buzz around a specific campaign or message.

By organizing a captivating and unexpected public event, marketers aim to generate organic, word-of-mouth publicity and promote widespread sharing on social media platforms. This strategy capitalizes on the power of both online and offline engagement, maximizing reach and influence on the target audience. Flashmobs prove beneficial in fostering a sense of interaction and connection between a brand and its consumers on an emotional level.

Through the blend of entertainment and intentional messaging, participants and onlookers of flashmobs are more likely to associate the brand with positive experiences and emotions. Moreover, the organic sharing of these events on social media further amplifies brand awareness, as the entertaining nature of the flashmob incentivizes viewers to share the content within their network. Flashmobs also open up opportunities for collaboration with influencers or media outlets, which can potentially expand the audience reach and further endorse the brand.

Ultimately, flashmobs serve as a compelling digital marketing tactic that combines the strength of unique experiences and widespread internet exposure to create a lasting impact on consumers’ minds.

Examples of Flashmob

Flash mobs are large groups of people who assemble suddenly in public places, perform a specific action, and then disperse quickly. They are often used in digital marketing campaigns to create buzz, increase brand awareness, or promote a product or event. While flash mobs are not limited to digital marketing, they often gain popularity online through viral sharing on social media platforms. Here are three real-world examples of flash mobs used in digital marketing campaigns:

T-Mobile’s Liverpool Street Station Dance:In 2009, T-Mobile organized a flash mob in London’s Liverpool Street Station, where hundreds of people suddenly began dancing in sync to a medley of songs. The event was filmed and turned into a commercial promoting T-Mobile’s brand. The video quickly gained millions of views on YouTube and generated buzz on social media platforms.

Carrie Musical Promotional Flash Mob:In 2012, to promote the off-Broadway revival of the musical Carrie, a staged flash mob was held at the mall in New York. Actors disguised as shoppers suddenly broke into the show’s opening number, catching the attention of passers-by. Videos of the performance were shared on social media, generating buzz and attracting attention to the musical, which contributed to ticket sales.

Coca-Cola’s Happiness Machine Flash Mob:To celebrate the 125th anniversary of Coca-Cola in 2011, the company organized a global flash mob event in countries like Argentina, Brazil, Italy, South Africa, and the US. In each location, participants danced and held signs with the word “Happiness” written in the local language. The events were filmed and shared on YouTube and social media platforms, generating publicity and building positive sentiment around Coca-Cola’s brand as part of their global “Open Happiness” campaign.

Flashmob FAQ

What is a flash mob?

A flash mob is a large group of people who assemble suddenly in a public place, perform a coordinated action, and then disperse quickly. Flash mobs are typically organized through social media or other forms of communication and are meant to entertain or make a statement.

How are flash mobs organized?

Flash mobs are usually organized through social media, text messaging, or email. The organizers provide information on the time, place, and specific actions that participants should perform. Sometimes, they also share instructional videos to ensure that everyone is prepared for the event.

Are flash mobs illegal?

Flash mobs themselves are not illegal, as long as they do not involve any criminal activities or create a public disturbance. However, participants should be mindful of local laws and regulations and obtain any necessary permits or permissions before organizing a flash mob.

What is the purpose of a flash mob?

Flash mobs can have various purposes, ranging from purely entertainment to raising awareness about certain issues or promoting a cause. Some flash mobs are just for fun, while others may be organized to support environmental campaigns, encourage social change, or promote an artistic event.

What are some famous flash mobs?

Some famous flash mobs include the T-Mobile Dance at Liverpool Street Station, the Grand Central Station Freeze, and the Sound of Music Dance in Antwerp’s Central Station. These flash mobs gained widespread attention through social media and have inspired countless other similar events across the world.

Related Digital Marketing Terms

  • Guerrilla Marketing
  • Experiential Marketing
  • User-generated Content
  • Social Media Engagement
  • Viral Campaigns

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