Trafalgar Square T-Mobile Karaoke Flash Mob
Following it’s popular Liverpool Street Station flashmob ‘Dance’ ad, T-mobile shot its latest TV spot ‘Sing’, by Saatchi & Saatchi and Partizan Films, again in London.
On Sunday April 26, T-mobile sent out a video invite and flyers to take part in T-mobile’s next event on April 30th in Trafalgar Square. Over 13,500 attented T-Mobile’s second “Life is for Sharing” event on Thursday between 6-7pm, which turned out to be a massive karaoke sing-a-long hosted by BBC Radio 1’s Vernon Kaye, featuring rock star Pink (video).
To involve the crowd T-mobile handed out 2,000 microphones to let everyone participate and share a moment in Karaoke history. Over the coming weeks T-mobile will release exclusive footage of every song that was sung on the day on its YouTube channel. The ad, which features The Beatles classic “Hey Jude”, premiered last night on ITV1 during the 9pm Britain’s Got Talent ad break and simultaneously launched on T-Mobile’s YouTube channel. See the 4 minute extended version:
Over 13,000 people came together in Trafalgar Square to sing “Hey Jude”
Before the advert aired on TV, T-mobile released three teaser videos on its YouTube channel and via its viral agency: a timelapse video, early footage and the participants reactions on T-Mobile’s massive Sing-along.
The first responses on the latest T-mobile commercial/event on YouTube and Twitter are quite mixed: “The Beatles + T Mobile + Trafalgar Square = Epic Fail” tweets Londoner Richard Willis. UK digital marketing specialist Tom Millns also thinks the latest T-mobile ad is “very disappointing 
“. 15-year old CraigTaylor94 from the UK posts on YouTube “These T-mobile events are great, keep them coming, im proud to be with T-mobile!“. And also Anna Ormsby from Jersey is very enthusiastic about the advert. She writes on Twitter “OMG, I love the new T-Mobile advert that just premiered tonight at 9! #Trafalgar Square”
Also take a look behind the scenes with Saatchi & Saatchi joint creative partner Paul Silburn and footage of Pink’s performance.
The T-mobile flashmobs are a great and unique way to engage with its (potential) customers and create a fun experience (brand retention) for a low-interest product. It also generates a lot of word of mouth (awareness and buzz) on various user-generated platforms, such as Twitter and YouTube. However T-mobile also has to keep in mind to remain focused on customer satisfaction, engage into those conversations, e.g. with a webteam, moreover when uncertainty is created by a possible sale or merger of T-Mobile UK.
Source: Nick Burcher, TV Spot blog
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Besides The Beatles’ Hey Jude the crowd also sang hits such as Britney Spears’ debut song “Hit Me Baby One More Time”, “Is this the Way to Amarillo“, Bonny Tyler’s “Eclipse of The Heart” and musical number “Summer Nights” from Grease.
Pink joined in with the singing halfway through the crowd’s rendition of Erma Franklin’s “Piece of my Heart”. Check out the 10 minute compilation by YouTube user ShaunKiirby.
Pink also performed one of her own songs: So What. And ofcourse there was time for a human wave
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Tmobile advert makes me feel happy…. http://tinyurl.com/daq7uy
http://tinyurl.com/daq7uy wishing I were here (I love karaoke) (rock)
T-Mobile continue to make a big song and dance of it http://is.gd/wliX
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AMAZING JOB! BRAVO! it looks like one of the best ideas i’ve ever seen in consumer engagement. There are really not enough words for me to describe the appreciation to this!
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nice post!
Thanks for this interesting post Paul!
T-mobile Trafalgar karaoke event, woulda been bettr if ppl dialled in and sang into their cellfones live! http://bit.ly/tZV44
Good job!
How could it have been done differently to tie in the Brand name? Ask people with T-Mobile phones in the audience to dial in a Number and SING LIVE into their cellphones. At the other end the call would be routed to the mixing desk and put out live over the speaker stacks!!