American Airlines and the departure from Traditional Advertising

Both consumers and travel industry insiders have seen all sorts of advertising methods evolve. While social media outlets like Facebook, Twitter, and Foursquare are in the midst of becoming traditional, still newer forms keep evolving especially in the guerilla marketing segment of advertising. Enter a recent trend: Flash Mobs! I just watched a YouTube video (watch below) of American Airlines using a flash mob to create buzz about adding 10 new destinations from Los Angeles.

Yes, I think it is a cleaver way to generate brand buzz, especially if the flash mob performs in multiple locations of high traffic in a particular city or region. Not only are people talking to others about witnessing the experience, but they are recording and posting videos of it onto social media. The actual exposure is not just the 30 people who witnessed it live but potentially thousands more.

The cost of hiring a few actors for a day –or longer– is much more cost effective than buying air time on major TV networks. And since these highly organized flash mobs come and go so fast in public places, there is a quick impact on the public. Expect to see more creative flash mobs popping-up around you in the near future at rail stations, public parks, and malls.

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One response to “American Airlines and the departure from Traditional Advertising

  1. I give them an A for trying to do something creative, but the idea of a flash mob is lost if there are many takes from different angles and they block off the street at the end to put a giant logo in the shot. I love the idea though of spontanious dance and song that’s been rehearsed – like having a couple of good jokes up your sleeve, everyone should have a couple of songs that they can just start singing and dancing as a group to at a moments notice. 🙂

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