Monday, May 4, 2009

Social Propensity to Share Joy

T-Mobile's advertising idea "Life's for Sharing" perfectly reflects the human social propensity to "seek and share." This propensity is of course amplified by electronic communication, and can produce dramatic effects in the viral context of the Web.

On March 4th I wrote about T-Mobile's success with its mob dance viral videos. When people experience unanticipated joy they act to share it with their friends.

Last Friday T-Mobile released a new video. The latest results from the Viral Video Chart show it to be spreading rapidly.

About 13,500 Londoners were drawn to Trafalgar Square under the guise of participating in another mob dance. Instead, they found themselves to be participants in a spontaneous rock concert.

Two thousand wireless microphones were handed out, song lyrics were displayed on a giant video screen, and the crowd sang various rock anthems as 22 video cameras captured the event.

There were surprises too, including Pink singing "Piece of My Heart."

Here's the viral of the crowd in Trafalgar Square singing "Hey Jude" as released by T-Mobile.

T-Mobile is showing how brands can use the Web in an idea-driven way that is strategically, creatively, and socially smart. It will be interesting to see how viewership builds for this newly released video.

Saatchi & Saatchi, London is the advertising agency.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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