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