T-Mobile are in the middle of a campaign that ticks all the boxes for modern multi-channel, multi-media, search engine friendly “buzz marketing“.

This Google search should provide all the background you need.

Basically, they organised a “flash mob” of dancers at one of the UK’s busiest train stations to stage an inpromptu mass dance-off in the main concourse and promoted the event, and the TV premier of the advert online.

So far so good. The advert was shown in one of the ad breaks for Celebrity Big Brother and it’s being hailed as a fine example of guerrilla marketing.

Why my negativity? I’ve seen the ad, and it just looks wrong. There are too many people in just right casual wear and subtle make-up. There’s far too much co-ordination (what’s the probability of 100s of random people all having natural rhythm?). Where are the ugly people? Where are the people getting annoyed because they are going to miss their train because of some dancing idiots? Also, it doesn’t have any wit. In short, it just looks fake and therefore irritates the hell out of me…

Almost related. A bed company are sponsoring Celebrity Big Brother and I think it’s a bit of a mistake. Why?

I can’t remember their name
Their promos just make me think about going to bed (and switching off the TV)
Hearing the shrillest part of Jackie Wilson’s “The Sweetest Feeling” every 15 minutes is tortuous.