Ford is touting its forthcoming Fusion compact car via the digital/sociological phenomenon of “flash mobs,” a cell-phone enabled act of mass performance, in which people show up unannounced at stores in droves, do something weird, and leave, Brandweek reports.
Ford will use emails and text messaging to tell “Insiders” about last-minute venues and showtimes for a series of multi-city concerts featuring artists like Jermaine Dupri, Yellowcard and Fat Joe.
The effort, “Fusion Flash Concerts” a collaboration with Sony Pictures Digital and JWT, Detroit, features ten artists doing concerts in ten markets starting next week in New York City followed by Atlanta mid-month.
The concerts will be touted at www.fusionflashconcerts.com, which went live this week, where one can register as an “Insider” to get the last-minute notifications. Or, they can key in 35274 on their mobile phones to register. These so-called “insiders” get e-mails and text messages detailing artist’s cities, venues and showtimes.
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