Ford Motor Company is using flash mob-style concerts to promote its new Ford Fusion model to young people in the States.
Flash Mobbing was a craze from a couple of years back where crowds mobilised by text messages and emails met up up pre-appointed places to start pillow fights and other hilarious japes. Ford in collaboration with Sony Pictures Digital are using the same model to promote their Flash Fusion Concerts, the details of which are kept secret until the last minute.
So is the usual corporate hi-jacking of an underground trend? Yes and no. The events are hugely successful and no one seems to be ‘officially’ selling out. As the Financial Times begrudgingly notes, “The artists themselves - The Roots, Fat Joe, The Wallflowers - are clearly happy enough to perform for Our Ford and the fans seem thrilled at the idea of attending a musical sales pitch if it means they get free tickets.”
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