My December 2010 video clip of the month is a flash mob surprising dinners in a mall food court with a breathtaking rendition of Handel’s “Hallelujah Chorus.” Regardless of your religious preference, you’ve got to love the great performance and the reaction of the people around them.
I picked the video because it’s a wonderful holiday example of how two relatively small organizations in Welland—a town of about 50,000 in Canada near Niagara Falls—hit a home run using social media to introduce themselves to a global audience. The video, shot November 13 and posted on YouTube November 17, has gone viral and has received more than 5 million views in two weeks. Stories about the video have appeared on ABC News, CNN, Canada AM, Inside Edition, LA Weekly, My Fox Orlando, the Tyra Banks show, and even a newspaper in Chile.
The video works because it makes viewers feel good, hitting them on an emotional level. It also works because it showcases Chorus Niagara’s talent for singing and the creative talents of Alphabet Photography, the company that organized the flash mob performance. There isn’t a disconnect between the performance and the brands it is pushing.
Check out the video below and let me know what you think.
Should flash mobs be used as a marketing tool? Should there be a connection between the performance and the brand?
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