Flash mob – Oprah vs. T-Mobile

September 13, 2009 10:00 am 21 comments

After recently joining Twitter, Oprah continues to successfully integrate social media into her overall reach.  Oprah kicked-off her 24th season with a choreographed flash mob in Chicago, Illinois.

Oprah seems to be doing her best to embrace the social web in her own celebrity way and yet many staunch online purists reject celebrities like Oprah because of their media power and international reach.  Oprah’s flash mob reportedly attracted 21000 plus people, that is impressive and yet I wonder.  Is that the largest amount possible for a flash mob?  Does it take a celebrity like Oprah to provide that kind of clout?  I’d say yes, in this world there are cynics, haters and the uninspired, as a result people are not as trusting.  Motivation to help others or freely join in has been tempered by a feeling of self-preservation and let the other guy do it, Oprah’s recognizable credibility is what makes the difference.

Frankly, I wouldn’t necessarily call this a “true” flash mob.  I’m not at all trying to take away from the fun energy that Oprah’s event produced, rather, just communicate that true flash mobs as I understand them are spontaneous micro-tribes generated by the people with little to no real preparation or plan.  This was inspired by a celebrity owned organization, choreographed, practiced and then deployed.  Certainly the effect was impressive but not exactly a raw groundswell.  Does anyone care?  I don’t think so.

My only reason for pointing this out is to demonstrate how mainstream celebrities are continuing to integrate these social media elements into their world and the evolution that comes along with it.  I believe this continued integration will raise the mass-adoption rate of social media to the next level.  Sure Robert Scoble, Leo Laporte and others have social web street cred and yet their reach into mainstream circles and overall house-hold name power is next to zero when compared to that of Oprah.

There is a convergence of the media savvy and Internet savvy, some are going kicking and screaming into this reality and others are embracing it.  Regardless of where you stand.  Oprah has entered social media and it seems she’s here to stay.

Now compare Oprah’s flash mob to that of the T-Mobile “Life is for sharing” advertising focused flash mob series and in most cases you’ll find a very different feel.  Sure, there are still elements that have clearly been choreographed and yet in several of these ads, T-Mobile has taken special care to leave the fringes of their effort untouched in the hopes that average unsuspecting citizens will spontaneously join in the fun.  In fact, I’ve found the reactions of the average citizens to be the most fun part of the experience.

T-Mobile – Liverpool Street Station.

Both approaches are highly successful and show slightly different approaches to mastering the concept of a flash mob.  I like them both for different reasons.  Now I sit and wonder when Edmonton will have it’s first serious flash mob?

  • http://www.chrislabossiere.com/ Chris LaBossiere

    Walter, good post about something I have been thinking a lot about lately. Not a flash mob in the physical sense, but what will be our flash mob in a virtual one? I think that Bill 44 debate was kind of close, where we had social media become part of the story instead of just transmitting the story.

    Rest assured, it’s coming. On what issue, and to what extent is unknown. But in my opinion we will know it when we see it.

  • http://www.chrislabossiere.com Chris LaBossiere

    Walter, good post about something I have been thinking a lot about lately. Not a flash mob in the physical sense, but what will be our flash mob in a virtual one? I think that Bill 44 debate was kind of close, where we had social media become part of the story instead of just transmitting the story.

    Rest assured, it’s coming. On what issue, and to what extent is unknown. But in my opinion we will know it when we see it.

  • http://www.fusedlogic.com/ Walter Schwabe

    I agree Chris, 100% and guess what? Whatever level of government is at the heart of this reaction is completely unprepared. They’re scared beyond belief of online citizen action. Standard strategy: “Insert head in sand.”

    This is why I’m so excited about ChangeCamp. That’s going to be the kind of event that focuses this kind of citizen based communication.

    • DrPearl

      Just guessing, but I’ll bet you’re not so impressed about the citizen action shown recently at tea parties. Free speech, as long as it’s the speech you agree with….otherwise it’s just a bunch of hillbillies, right Mr. Schwabe. Just sayin’….Have fun at ChangeCamp and drink lots of koolaid. Meh…..I’ll be oiling my guns.

      • http://www.fusedlogic.com/ Walter Schwabe

        @Dr.Pearl you play the uninformed anonymous troll well. Should you want to have an open and transparent conversation on an issue feel free to come back and identify yourself.

      • Evan

        Wow, thats a massive assumption. Sadly, you’re comment has no validity if you don’t have the guts to put your name on it. What are you afraid of?

        ChangeCamp is all about community action, it is politically agnostic. Like the “tea baggers” protest, anyone taking an active role in their political sphere deserves a voice, regardless of agreeing with them. As I’ve gone on record saying several times:

        I may not agree with them, but I will defend to the death their right to do it.

  • http://www.fusedlogic.com/ Walter Schwabe

    I agree Chris, 100% and guess what? Whatever level of government is at the heart of this reaction is completely unprepared. They’re scared beyond belief of online citizen action. Standard strategy: “Insert head in sand.”

    This is why I’m so excited about ChangeCamp. That’s going to be the kind of event that focuses this kind of citizen based communication.

    • DrPearl

      Just guessing, but I’ll bet you’re not so impressed about the citizen action shown recently at tea parties. Free speech, as long as it’s the speech you agree with….otherwise it’s just a bunch of hillbillies, right Mr. Schwabe. Just sayin’….Have fun at ChangeCamp and drink lots of koolaid. Meh…..I’ll be oiling my guns.

      • http://www.fusedlogic.com/ Walter Schwabe

        @Dr.Pearl you play the uninformed anonymous troll well. Should you want to have an open and transparent conversation on an issue feel free to come back and identify yourself.

      • Evan

        Wow, thats a massive assumption. Sadly, you’re comment has no validity if you don’t have the guts to put your name on it. What are you afraid of?

        ChangeCamp is all about community action, it is politically agnostic. Like the “tea baggers” protest, anyone taking an active role in their political sphere deserves a voice, regardless of agreeing with them. As I’ve gone on record saying several times:

        I may not agree with them, but I will defend to the death their right to do it.

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  • http://paulg57.blogspot.com/ Paul

    Saw the video. I get the idea of a flashmob…my question is, why did they have two Gort’s on the stage?

  • http://paulg57.blogspot.com Paul

    Saw the video. I get the idea of a flashmob…my question is, why did they have two Gort’s on the stage?

  • http://debtmanagementanswers.com/ DM

    @Dr.Pearl you play the uninformed anonymous troll well. Should you want to have an open and transparent conversation on an issue feel free to come back and identify yourself.

  • http://debtmanagementanswers.com/ DM

    @Dr.Pearl you play the uninformed anonymous troll well. Should you want to have an open and transparent conversation on an issue feel free to come back and identify yourself.

  • flashmob.tv Team

    If you like, you can follow the evolution of the “Flash mob Hype” at http://www.flashmob.tv , the first global flash mob database. Let´s see what is going to happen over the next years.

    • http://www.fusedlogic.com/ Walter Schwabe

      Interesting, thanks for the link.

  • flashmob.tv Team

    If you like, you can follow the evolution of the “Flash mob Hype” at http://www.flashmob.tv , the first global flash mob database. Let´s see what is going to happen over the next years.

    • http://www.fusedlogic.com/ Walter Schwabe

      Interesting, thanks for the link.

  • SL

    a true flash mob is an event that happens spontaneously and surprises people. it’s a true flash mob because OPRAH and the TV AUDIENCE were suprised. every flash mob takes planning, otherwise it’s disorganized chaos. the benefit they had was a built in group of flash mobbers – the majority of flash mob work is recruitment and those people all had tickets already and were already going, love oprah and wouldn’t flake on it so they had INCREDIBLE success. very cool.

  • http://twitter.com/fusedlogic Walter Schwabe

    Thanks for commenting.

  • Georgina

    Opinions required! I’m researching flash mobbing for my final year geography dissertation at the University of Nottingham and need the opinions of people who have participated in ONE OR MORE flash mobs. If you could take the time to complete my questionnaire I’d be very appreciative. Thanks!

    http://www.surveymonkey.com/s/DG758TG