The 2nd episode in T-Mobile’s “happening” based campaign, called Sing-along.
(The 1st happening was T-Mobile’s “flash mob” Dance event )
The event under T-Mobilews “Life is for sharing” story involved getting 13,500
people singing along in Trafalgur square to Hey Jude in front of a huge karaoke screen.
The event had product linkage – the YouTube site promotes T-Mobile’s G1 phone:
“YouTube built in so you watch the film”. Nice way to of a cost-effective way to get impact
and stand-out. The scene of 13,000 people in Trafalgur Square is pretty gob-smacking. And makes you think, “Wow. How did they do that?” . The event
went on tour to other cities…”taking it to the people”.