The T-Mobile flash mob dance video made on January 15 has drawn well over 5 million views on YouTube. This is a scene from the event at London's Liverpool Street train station.
T-Mobile has released a series of additional dance videos onto YouTube. They all extend the hoopla of the the January 15 event, continue to build favorable brand associations, and guide viewers to the T-Mobile website where they discover how to make their own dance videos to share with their friends.
Here's the T-Mobile "instructional commercial" on how to do Part II of the dance. This is the part everyone wants to do.
Web-based promotions come and go. Many are questioned. T-Mobile shows how to use the Web in an idea-driven way that is both strategically and creatively smart.
This work guides the audience to the T-Mobile website demonstrating web centricity for brand communication. Saatchi & Saatchi, London is the advertising agency.