Hard Knocks: Did the flash mob benefit MM?

23 Dec,2011

By Anil Thakraney

 

Good event idea from Mumbai Mirror, they organized a flash mob dance at Churchgate station with Tamil star Dhanush in tow. Not a very original idea, you have to say, because the event simply married the two viral sensations of the year… the Kolaveri video and the CST flash mob dance. Still, an event worth organizing for a city tabloid. Especially because of its appeal to young Mumbaikars.

 

The question bothering me is the question that I am sure is bothering all brand managers: How did Mumbai Mirror as a brand gain from this event? Okay, they ran a cover story on it, but that edition will be tomorrow’s fish paper (as it happens to all akbaars), so where does it go from here? Even if the event goes viral, which is what the brand manager of the newspaper might be hoping for, how does it build the Mirror’s own brand image? What return on investment did they get on the venture?

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=nABTOlE8avE[/youtube]

Here’s a link to the video and you would notice someone else has hi-jacked the party, and after many views I could not spot the Mumbai Mirror branding anywhere. In fact, I spotted translites of other brands in the background, those already present at the Churchgate station. The least the Mirror team ought to have done was to flood the station with their creatives on the big day.

 

I don’t know the answers, quite frankly. What I do know is that riding the net viral bandwagon is a great idea for brand marketing. At a relatively low cost, it can get you instant access to millions of consumers. But how does one ensure the brand remains the parent of the videos? That it gets paid back for its investment? I really think these answers need to be found before brand managers start salivating over this fantastic new medium.

 

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PS: Haha. Deadly press release from Droga5,New York. Wonder if the local media fell for it. In India, I am quite certain, something like this would have been promptly published.

Link: http://www.droga5.com/pressrelease/

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