Commercial Flash Mobbing

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Article Summary

July 15, 2005 Now this isn’t a gizmo, but it is a very interesting twist on using new media in a clever new way. Several of America's most talented and intriguing rock and hip hop music artists will perform in a series of free, up-close-and-personal "flash concerts" for fans across America this summer -- but there's only one catch, they're keeping the details secret. Ford Motor Company in collaboration with Sony Pictures Digital have created Fusion Flash Concerts, a series of ten free unannounced-until-the-last-minute concerts performed by hot and emerging music artists in secret locations across the USA. All 10 acts are announced to "Insiders" at the last minute and you can be an insider if you visit the promotion's web site and register all your details. Now Flash Mobbing isn’t new – but using it for commercial ends is a new spin on the anarchic beginnings of the trend. Fusion Flash Concerts is a commercial take on the underground "flash mob" phenomenon. Flash mobs are instant gatherings of large groups of people who are notified via emails or text messages just prior to the event taking place, and simultaneously converge on a set location.

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