Flashing your audience!
Opera Australia’s South Pacific – with the help of DJ Dan Murphy – celebrated their return to Sydney in style this afternoon with a Flash Dance on the steps of the Sydney Opera House.
Joining DJ Dan Murphy and some of the South Pacific cast members, were several hundred keen volunteers who learnt a routine to a remixed ‘I’m Gonna Wash That Man Right Outta My Hair’ and ‘There’s Nothing Like A Dame’ and then performed it this afternoon decorated in some very bright leis.
I’m not afraid to say that I love flash mobs. I think they are fantastic!
They get a whole lot of passionate fans together to surprise other members of the public. They communicate a message about a brand. And they get their most passionate ambassadors – the fans – to convince all these passing people. Plus . . . they look pretty cool as well.
So well done, Opera Australia, South Pacific and DJ Dan Murphy on a pretty cool promotional strategy!
But on top of that, they have some pretty useful marketing effects.
Firstly, they are a great way to get the fans involved in the show. Not only does this mean that they are more likely to buy tickets to the show again, but I would bet you good money that everyone who was involved in today’s flash mob has posted a status update or a picture of their experience on some social media forum . . . and has also probably mentioned their participation to every family member, friend or random passer – by on the street.
It is a great way to turn regular fans into brand ambassadors who actively go out and encourage people to engage.
Secondly, it’s a good way to get a bit of extra new coverage. Every news bulletin loves to put a feel-good, entertaining story in the last 30 seconds of their broadcast. And what could be a better piece to end the news with than hundreds of people breaking out in dance to South Pacific songs on the steps of the Sydney Opera House.
The Arts Minister of Sydney’s head must have exploded from excitement with an event that emphasised the Sydney Opera House, promoted a well-loved musical currently playing in Sydney, broadcast some musical theatre standards throughout the Circular Quay area and celebrated the art of dancing.
While there isn’t currently a video of today’s event up on YouTube yet, as soon as it becomes available I will put it up here. But in the meantime, check out this Sound of Music inspired flash dance in Belgium’s Central Station. I’d like to point out that it has 27.6 million views – now that is publicity!
For more information about Opera Australia’s South Pacific visit www.southpacificmusical.com.au