Flash mobs were the new, hot thing about 2 years ago and then they quietly disappeared, as people got bored of the idea.
Now Ford is trying to use Flash mobs to promote the Ford Fusion. The problem here is that Ford is attempting to use something that has no relevance to their product and is of little to no interest to their target market. There are situations (such as pushing a particular political or social agenda) where a Flash mob could be a viable marketing tool, but this is not one of them.
If you plan to use an edgy guerilla marketing technique to promote your product or service you need to make sure that the technique is somehow relevant to your offering and that it will be accepted by your target market. Do your homework – otherwise you risk executing a marketing campaign that delivers little to no results, or even worse, one that alienates your consumers.
