T-MOBILE
PINK FLASHMOB EVENT

A FLASHMOB KARAOKE WITH SUPERSTAR P!NK DRUMS UP MASSIVE SOCIAL NOISE AMPLIFYING THE TV COMMERCIAL.

BRIEF
To identify and broker an artist for the T-Mobile “Life is for Sharing” campaign and to devise a digital content strategy that amplifies the TV commercial.

RESPONSE
A flashmob karaoke event in London’s Trafalgar Square featuring a surprise live show by P!nk formed the core content of a viral social media campaign that was condensed within a pan-European TV campaign.

RESULTS

The multi-channel PR campaign effectively celebrated T-Mobile’s “Life is for Sharing” proposition – and far exceeded set media KPI. In the first two weeks alone the various viral films generated more than 5 million YouTube streams.