T-Mobile hold Trafalgar Square follow-up to Liverpool Street shoot

Tom Hall, 30 April 2009

T-Mobile invited one and all to Trafalgar Square in a mass-karaoke event that was bigger than its lively Dance marketing campaign filmed at Liverpool Street station.

A teaser video on YouTube and a mobile text campaign alerted people to the mysterious event. The texts told recipients to turn up at the London landmark at 6pm (30 April) and to expect "something even bigger".

The previous event, which took place at Liverpool Street in January, featured a crowd of dancers performing a routine in the station.

Impressive audio and visual entertainment were present at the Vernon Kay-hosted event which included sing-along's to Britney Spears andTony Christie songs.

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IAN IRVING - 30 April 2009

Well at least on this occasion they plane to actually engage real consumers unlike the last ATL, which was so disingenuous in its approach. The dancers were all hired and event was staged down to the very last detail with very few \(if any) actual consumers.

All of which is a real shame and a bit of a crime considering the access to data that T-Mobile must have, to have used only the public post a seeding campaign would have resonated far and could have been a triumph of mixed media activation.

If on this occasion the event is activated in a 'Flashmob' fashion and predominantly attended by the brands consumers, then applause will be worthy.

I guess we watch this space for the end result. Good luck and hope it's a success. If it is it will prove that mixing media around a 'live' experience can be very powerful and far more memorable and engaging than some stand alone media channels.

Sarah Bell - 30 April 2009

Mandy Mahil, one of my fellow bloggers was there tonight, and her photos posted on twitter prove this time T Mobile really did involve their customers.

Mike Fletcher has just posted a tweet about this event too with a link to a blog by Nick Burcher from Publicis

I wonder how much Saatchi and Saatchi are charging T Mobile?