H&M Gets Flashy | Exploring Conversational Media

H&M Gets Flashy

Written on March 31, 2010 by Espo in Marketing, YouTube

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I saw this video yesterday on Mashable and was immediately drawn into the synchronized dancing of the Flash Mob. Heck if I didn’t know that it was an H&M video, I would have been floored when the only branding was at the very end.

Now while I like the video’s embrace of the Flash Mob, I wonder if it is a sustainable marketing tool. For starters, other competing brands are seen in the video – Macy’s and Sacks – in a natural setting. Do you want to give the competition more face time? I would also assume that the kids were wearing H&M gear – but I can’t be sure.

While those questions center on the brand, I also wonder about the validity of the Flash Mob. Since there were multiple camera angles, you have to wonder if the audience was in on the event or if they were innocent bystanders. Also since it’s an ad do they need to sign waivers?

If the group was in on the secret does this remove the essence of the Flash Mob and become just another catchy advertising ploy? What do you think?

jeffespo

Not sure, but we could try to make one of our own. Maybe a dance to hail to the victors in your home town?

Kidding of course.

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KDMisevich

If I was in that flash mob it would take closer to 4 months to get the routine down. Doesn't practicing seem anti-flash mob?

Judging by some of the confused on-lookers, they weren't in H&M's target audience either.

I guess I missed the store at the beginning, shows their effectiveness. I am with you and think that it may be a grasp of sorts to stay trendy, but misses the point.

Maybe we aren't their target audience, but then again we aren't choreographing our dancing either.

I will guess 2 months on the practice. You?

I checked this video out yesterday and didn't think much of it. I watched it again today after I read your post. This is definitely not an effective use of a flash mob. Nothing says H&M to me other than the store at the beginning and the writing at the end. Most people would be memorized by a bunch of kids getting together and dancing on the street. I have to question if any of the bystanders know this flash mob had anything to do with H&M.

Anytime I see a choreographed flash mob I always wonder how long those involved had to practice.