Life’ S for sharing - Share 1
What’s the best way to engage consumers when a brand changes its slogan? Make the slogan live!
T-mobile understood it well with its new slogan: Life’ s for sharing.
A campaign in several steps…

First, a great buzz, on January 14: Saatchi & Saatchi agency transformed Liverpool station by inviting more than 350 participants in a Dance Flash Mobile.

This type of event is not new, with many other dances, including the prisoners dance on Thriller (Mickael Jackson). But it is the first time that a brand uses the idea!
Lastminute had tried a shot, but with 14 people, the result is clearly not the same compared with 350!
The result was a major astonishment from travellers cruising through the station and an enormous a buzz, more than 3 million watched videos on youtube.

Amy Fisher, who was present at the station tells her story: I’m not sure how I feel about the campaign as a whole.. but I was there.. waiting for a train! It was absolutely hilarious!! The music started up from no where then one guy started dancing in the middle of the room..then all of sudden I was in the middle of it! Some how I managed to start dancing with one of the pros shouting the moves to me.. I think the Ad’s angle is ‘Life’s for sharing’ and I know it’s a publicity thing… but it certainly made my day!
Second step, the add is then declined in several formats, including a TV format.

Heart of the marketing campaign: participative marketing!
T-mobile benefits from the buzz orchestrated to engage the consumers! Indeed, T-mobile launched an invitation to everyone to take part in the next event. Here the trailer
Eyeka will be on the spot for you, to be continued…!

Life’ s for sharing - Share 2
T mobile has this time benefited from the buzz generated by the Dance Flash, to organize a huge Karaoke in the middle of London, with more than 13.000 participants!A beautiful demonstration of participative marketing.
T mobile has also once again surprised, by inviting Pink to sing in the middle of crowd!
Eyeka was there, here’s a narration of the event.

Thursday May 30, 5:35 PM. I leave the office quickly, my Eyeka signs under my arm. Beginning of the show at 6 pm. I call Nicolas a friend, who is already there: “Come quickly, there’s a bunch of people” he says!  Hop, I jump in a bus towards Charring Cross.
5:50 Arrival on the spot, a crowd of people invaded Trafalgar Square. One can hardly circulate. The access to the place is protected by barriers. Impossible to enter the arena, there are too many people! Staff says to move, we had to arrive earlier! The buzz succeeded: several thousands of people all over…

By chance, Nicolas and Marie were already there… They’re already in the middle of the square and I finally manage to join them. In front of me, a giant screen. Around me, everyone holds a microphone… After dancing, let’s sing! All the life styles mix around : men with suits leaving work, teenagers, tourists with their maps…. Good mood is shared: life for sharing has succeeded!

06:05 Here it starts, after the legal warning: “One will be able to use your image for T-mobile, etc,”… first song with “Hey Jude”, everyone puts oneself at it. A false microphone with the hand, arms in the airs! In the crowd, girls pass with real mics… The faces of anonymities gathered for this event pass on the screen. Our Eyeka signs as recognition, we sing with everyone!

06:30 After several well-known songs, we continue with So, what? from Pink. In the middle of crowd, all the cameras are directed on a person, a woman dominates crowd. We hear a recognizable voice, and, surprise… Pink offers a private concert to us! Pink in flesh and blood… surprise effect guaranteed: -)

7:00 pm  After two songs of Pink, we continue with “Hey Jude”. Ten minutes of shouts on the song of the Beatles and it’s the end! The square emptied, everyone speaks about Pink, some still stand around as to collect the attention of the cameras…
So, successful bet? Let us ask has Nicolas and Marie…:

At the end: a beautiful participative marketing campaign !
An atypical event, Pink was the cherry on top, a crazy crowd…
Here is a good initiative to engage consumers to the slogan of the brand: life’s for sharing!!