100 Single Ladies Take Over Piccadilly Circus
Chewing gum brand Trident has teamed up with superstar Beyoncé to put on an exclusive concert in November 2009 at the O2 Arena for 13,000 lucky Trident chewing gum shoppers. Trident is the first brand to ever take over the world-famous venue in its entirety and give away every seat.
100 Beyoncé lookalikes dancing in London’s Piccadilly Circus
In order to win, consumers simply need to purchase a pack of Trident, and fill in the last four digits of the barcode online at Trident Unwrapped. As part of the £2.5 million marketing campaign Trident launched a ‘spontaneous’ flash mob dance on Monday April 20th in London’s Piccadilly Circus.
Hundred girls, dressed in sexy leotards, performed the famous and frequently copied “Single Ladies (Put a Ring on It)” dance routine – in nearly perfect harmony. The video has been viewed over 300,000 times since begin this week.
The stunt was created by Pretty Green and Initials Marketing, in a bid to build awareness of and excitement for the gig.
Other promotion includes outdoor and print advertising, PR, radio, digital and in-store POS material.
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