FLASH MOBS
FLASH MOBS
What are Flash Mobs?
Group of people who mobilize on short notice to perform a collective action
Types
random acts of dance in a shopping mall, marriage proposals to supporting campaigns through dance in front of the houses of parliament
Political Flash Mobs
Political activists have led to political change and actions in support of campaigns (e.g. The Arab spring)
Flash mobs usually lack a central power controlling the movements and actions
How?
Bulk text messaging platforms such as TXTMob and FrontlineSMS
First used by protesters at the U.S. Republican and Democratic National Conventions in 2004
The key to a smart mob lies in its lightning-fast execution and mass distribution.
Flash celebrations
Why?Fun
Marketing (Companies/NGOs)
Flash robbery
Experience for the participants Experience for the public
Gathering against loneliness
Fun
Widespread forms: Freeze – dance – sing
Marketing - companies
Experience for the consumer Emotional link to the brand Possibility to use viral and trendy toolsSell a product or a service
Marketing - NGOs
Experience for the potential donator/activist Emotional link to the organisationBecome well-knownPossibility to use viral or trendy toolsEncourage donations and self-consciousness
Flash robbery
Side effect of flash mobs
Takes advantage of a large number of people to commit an outlaw act
Organisation
Generally formed through social media web sites (Facebook, Twitter…) as well as by email and text-messaging
Participants are told when and where to meetBecause participants almost always use mobile devices meeting places and times can change almost instantly
Key to the flash mob idea because surprise is part of the goal.
1. Christmas Food Court Flash mob Shares: 790,789Views: 32,953,169
2. Flash Mob Black Eyed PeasShares: 245,034Views: 10,150,938
3. The T-Mobile DanceShares: 176,318Views: 32,096,096
And is then again being shared on Social Media Platforms
Sharing
Why are they so popular?o People become the show and the audienceo Fast, cheap o Feeling to do something disruptiveo Internet component, yet allows you to see the virtual community made literal and
physicalo High potential to go viral
ViralityMany peopleHigh emotional contentInternet phenomenaEasy to shareEven better with a celebrity
How to make the world dance
20,000 people for a "Gangnam Style" flash mob held opposite the Eiffel Tower
Alerted on social media by the record label Universal Mercury
Whole event was over in 15 minutes
“The internet has literally come to life”
Communications technologies empower people
Military efficiency + complete anonymity + rapid communication
Notion of serious organisation for the purpose of something so potentially idiotic adds to the fun, as does the massive amount of media attention that these events attract
What’s next?
Thrives of this idea of a happening having happened, despite nothing actually having happened
Live installation?Smart crowd?Silent disco?Flash song?or simplya production?
Next big thing: Harlem Shake?
Went viral in Feb 2013
12,000 versions had been uploaded, gaining over 44 million views
As of February 15, about 40,000 Harlem Shake videos had been uploaded, totaling 175 million views
Baauer's single reached #1 on the iTunes America chart
“The simultaneous and the instantaneous world”
“There is no sequence. There is no logic”- McLuhan
Concept loses its validity with a certain crowd, but perhaps gains a new one.
How much was the movement a creation of the media?
How can we use these digital media so that they help us become empowered participants rather than passive consumers?