Archive for April 8th, 2010

Flash Dance Hits Pakistan

Last year, T-Mobile UK debuted a commercial that featured 400 dancers at Liverpool Street Station. The ad, which has been seen over 19 million times on YouTube, even led to a Facebook-organized knock-off flash mob that shut down the same station a month later.

In Pakistan, the Keh Do campaign for Coca-Cola is attempting something similar, albeit on a much smaller scale. If you haven’t seen the very cute “Keh Do with Coke” commercial, see below:

(For you non-Urdu speakers, the song essentially tells you to say what’s on your mind, and in your heart and – surprise, surprise – say it with a Coca Cola. Cute, right?)

According to blogger Sehar Tariq, the company “has hired groups of young people – both boys and girls – to dance to the new Coca Cola jingle in crowded public places.” According to the Keh Do Facebook page, the group of urban (probably middle to upper class) youth, have randomly performed at shopping malls, restaurants, universities, and market places in Lahore and Karachi. Below is their performance at Karachi’s Park Towers:

Flash mobs have been occurring since 2003, using new media tools to not only organize crowds, but also to foster viral online sensations. The flash dance strategy, as used by companies T-Mobile and now Coke, is therefore a pretty savvy marketing tool because it’s using the universal appeal of dance to target and engage audiences. In the case of Coke, the kids are dancing to a catchy commercial jingle, that will at the very least catch your attention (if you’re a non-Grinch, it’ll make you smile). Even if you don’t drink Coke, you’d probably walk away humming the tune. At least I did.

(Thanks to Maria for passing on the link!)

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