FLASH MOB KICK-OFF PARTY by HARPO STUDIOS for THE OPRAH WINFREY SHOW

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FLASH MOB KICK-OFF PARTY

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market United States
Agency HARPO STUDIOS
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: THE OPRAH WINFREY SHOW
Product/Service: FLASH MOB DANCE INSTRUCTIONS
Agency: HARPO STUDIOS
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: HARPO STUDIOS, Chicago, USA
Entry URL: http://blackeyedpeas.dipdive.com/media/76374
Associate Producer/Sony Vegas Editor: Katie Berenbom (Harpo Studios)
Creative Services Director: Keisha McClellan (Harpo Studios)
Senior Supervising Producer: Megan Mitchell (Harpo Studios)
Senior Supervising Producer: Liz Kozak (Harpo Studios)
Assistant Creative Services Director: Kathleen Penny (Harpo Studios)
Executive Director Creative Services And Development: Jon Sinclair (Harpo Studios)
Media placement: Online/Internet - Oprah.com, YouTube.com, DipDive.com - 10/09/2009

Results and Effectiveness
People watched the spot, learnt the steps and made online comments about how much fun everyone participating in the Flash Mob seemed to be having. All goals were achieved and the outcome was a success.

Creative Execution
Strategy: provide an army of producers with DV camcorders and flip camcorders to film all dancing related to the Flash Mob performance. From rehearsals all the way to the final performance, video was shot and uploaded to be edited once the performance was complete. Different channels: The edited spot was featured on Oprah.com, YouTube.com and The Black Eyed Peas front man Will.i.am's website, DipDive.com. By targeting these three websites to air this video, we were able to effectively maximise our campaign.

Insights, Strategy & the Idea
Objectives: A fun, smart way to demonstrate step-by-step how to do the Flash Mob dance featured prominently in The Oprah Show Season 24 Kick-Off Party. Target audience: The Oprah Show viewers and fans of The Black Eyed Peas. Insight: The dance was quite involving so why not share the instructions with everyone? Relevance: It provided a behind the scenes look at the dance instruction rehearsal as well as the final performance of a Flash Mob of thousands.