T-Mobile chose one of the city’s central stations to film an advert that featured 350 professional dancers performing a choreographed routine, while hidden TV cameras captured the spontaneous reactions of commuters as they watched the dance troupe perform. The three-minute guerrilla-style ad, which was part of T-Mobile's 'Life's for Sharing' campaign, premiered during an entire ad break in 'Celebrity Big Brother' on Channel 4.

But for Liverpool Street, more was yet to come. The original ad built up momentum virally and people began plans to create a UGC parody on the T-Mobile commercial. A Facebook call-to-action invited people to gather at the station a couple of weeks later to do a much bigger dance. The ‘mob log’ on Facebook was so successful that 12,000 dancers went to the station!! After 15 minutes police were called in to deal with ‘crowd control’!

This is a great example of a campaign that has utilised a combination of viral, free PR and buzz. A similar stunt caused a stir in Chicago when the Black Eyed Peas were involved in the official launch of Oprah Winfrey’s 24th season, unknown to Oprah who was ecstatic about the flash mob dance!