Flash Mobs

This past weekend in Mexico City on Michael Jackson's birthday, August 29Th, 13,000 people celebrated by simultaneously recreating his video "Thriller" breaking the Guinness Book world record. The event was significant in that it broke a world record, but Flash Mobs, as the assembly of people in public for a brief time to perform an act are called, are occurring commonly around the world. In fact on the same day as the tribute to Michael Jackson was happening one similar was going on in London.

Bill Wasick a senior editor at Harper's magazine is largely credited with creating Flash Mobs in 2003 with an email sent that was similar to this one:

Date: Tue, 27 May 2003 17:46:01 -0700 (PDT)

From: The Mob Project themobproject@yahoo.com

Subject: MOB #1
To: themobproject@yahoo.com

You are invited to take part in MOB, the project that creates an inexplicable mob of people in New York City for 10 minutes or less. Please forward this to other people you know who might like to join . . .

And the result was something special:

On Tuesday, June 19, 2003, at precisely 7:27 p.m., approximately 150 individuals gathered in the rug department of Macy’s midtown location in Manhattan. In orderly fashion, they surrounded a $10,000 Persian-style carpet. The mob explained that they were together, lived in a communal warehouse in Long Island City, and were in the market for a Love Rug. At exactly 7:37 p.m. the mob dispersed — sans rug — and as they exited the department store, they went their separate ways. Completely flummoxed, the department’s chubby salesman in an off-the-In rack beige suit stood there, massaging his jowls and wondering: What the hell was that?

So How did Bill do it? In an interview from L.A. Weekly in 2004 He explain in practical terms?

Practically speaking, how did it start?

I created a Yahoo account —Â themobproject@yahoo.com — and worked up an e-mail message. The subject head was “MOB #1.” I wasn’t sure if there was going to be a MOB #2, but I figured it would make people more likely to come if they thought it was part of some ongoing project.
I was to be extremely specific about what people were supposed to do. You were supposed to synchronize your watch, because I realized that to make it work for less than 10 minutes, people would have to be on time or the whole thing would be messed up. I mean, people in New York can be 10 minutes late just on the basis of having their watches set differently. So I told everyone to synchronize their watches to a specific government time site.
I e-mailed the invitation to myself, then forwarded it from my own account to about 50 people. I also arranged with a couple of my friends who are performers to send it to their e-mail lists. I had no idea how many people would actually come.

The Michael Jackson Flash Mob could be considered a branded mob. Very organic because there was no sponsored advertising, but it shows how much attention brand advocates can make when they come together.

You are Cordially Invited.

So what is the hottest thing at the moment? To be more specific, what is the most used website, the newest application, the most searched out cyber place? I guess we can check off the social networking sites and music sites and email sites. This has become common knowledge in society and in business, that the strongest packs leading cyber world are the "social networking sites." But what the most interesting aspect about these sites is that they hold the launching pad to the freshest places- new sites. The site that can send you off to the newest, latest site is all the rage and it makes that connected site even better!

For example, you log on to your Facebook account and you automatically check your mail, chat to people, and read what people are posting. If a friend posts that they're digging the music from this up-and-coming DJ and they provide the link to the site, people are bound to check out what all the fuss is that this ONE person is announcing. Yes, this ONE person can cause a ripple effect in cyber world.

Twitter has actually cashed in on this concept and I think it's brilliant how natural it comes to us to click from site to site and feel the need to share with the world and know that we are making an impact. For those who enjoy making a ripple effect, think of the latest site you went on that if it wasn't for a recommendation you would have never have found it. I can think of a few.

http://soytuaire.labuat.com/
http://mashable.com/2009/08/31/free-music-monday-2/
http://www.popsugar.com/
http://www.minispace.com/en_us/
http://www.spanishnewsbites.com/

So since we're on the topic, can you also think of the last piece of information you received that wasn't somehow linked to the internet? For instance, my friend just told me about this music artist he's been listening to lately and provided me with a link to listen to his music (Murs). A few years ago he would have handed me a CD to listen to it and for those that can think further back, the radio and records were the only way to keep up with the latest music.

Let's admit that most of us cannot live without the internet.

Now I propose we make this forum a two-way deal. You check out the sites I provided and I (plus whoever else would like to) will have a chance to bounce off to a few new sites you provide.

I invite you to share.


Liz C

Could you have a recalled toy?

Lately we seem to have tons of information regarding recalled objects. This is great and gives us the opportunity to keep our kids away from dangerous objects and play things.

Since the 2007 Mattel major toy recall, toy manufacturers seem to be more aggressive about the quality of toys they put out in the market; nevertheless there are many toys that continue to be recalled that we’re not necessarily aware of.. In my case, with two toddlers, is very hard to take a breather, much less keep up with all recalls and new information out there!
So I’ve taken 10 minutes (really just 10) to register with major toy manufacturers who can e-mail me with the latest recalled toys so I don’t have to keep looking for the information myself. Some of then (like Melissa and Doug and Leap Frog, you have to navigate the site extensively before you can get there… but its doable.

Another good source is the U.S. Consumer Product Safety Commission but these site includes all recalled objects and has an “español” tab for those who preferred this.

My favorite, although perhaps not the most extensive, is the ivillage.com website where a yearly list of the most recalled toys has been at the order of the day and it features some very popular toys. Check it out, you might find out that some of your kids “faves” happen to be a recalled toy!


image reference: Folding chair from build a bear (chair can pinch or even cut finger if your finger is caught in it) sold in Build a Bear stores from 2001-2008. For more details go to the company's website or ivillage.com

Ivillage: http://parenting.ivillage.com/slideshow/parenting/biggest_toy_recalls_of_2009/

When Brands Come To Life

Do you enjoy playing with the neat gadgets in the Apple Store? Are you a member of the Harley Davidson club? Have you taken the Banana Boat for a ride? There's many ways to bring a brand to life but what all of these brands have in common is, they engage their audiences with a unique experience. Almost, a year ago I was writing a case study for the Nike+ Human Race at my internship with Chiat. I remember sitting at my desk analyzing the results of the Nike+ Human Race. I was fascinated by how many dedicated runners participated in the Los Angeles race. As I dove deeper into the case study I discovered that the Nike+ Human Race is "The Day The World Runs" and not just Los Angeles. We all recognize Nike from the "Just Do It" tag line and swoosh logo. Nike is a global iconic brand and I wanted to know, how did this brand make the world run?

Nike carefully integrated the brand into their audience's daily lives and connected them with the right resources and people. Participants felt like they were part of the brand, as if Nike acknowledged them and wanted them to succeed, almost as if Nike was saying "Just Do It." A sense of exclusivity made runners feel like they were part of a club. They interacted with the brand on many levels and the brand catered to each and every participant individually. How?, you may ask. Nike offered a line of products and services that were carefully designed and implemented for the Nike+ Human Race.


Nike designed a Nike+ shoe line that paired with a Nike+ Sensor which fits the insole of a Nike+ shoe. The sensor tracked each runners performance and allowed them to connect with other runners to share performance or challenge each other. Nike teamed up with Apple by allowing runners to sync their sensors to an iPod or iPhone. Nike + Coach supported runners every step of the way. Runners created accounts on The Nike+ website and based on personal information, a personalized guide prepared them for the race, week by week leading up to the race. Goals such as burning calories, running faster, running farther, or running more often were easily managed through accounts. Brand evangelist participated in challeneges, for example, Mac evangelists and Windows evangelists challenged each other. Nike even provided runners with routes based on their location and how many miles they wanted to run. Celebrity endorsements from athletes like Serena Williams and Lance Armstrong secured a trusted voice. There's also forums and running clubs in cities. Every detail was catered to the audience and every point engaged the audience by connecting them with the brand on a personal level with a global connection.


Last year I learned about the Nike+ Human Race after it happened. This year I'm racing with my sister-in-laws and friends from college. I'm looking forward to running with the world on October 24th, before the USC game. I invite you all to join the Nike+ Human Race. Click here for more information about the race: http://inside.nike.com/blogs/nikerunning_humanrace-en_US/2009/07/26/university-of-southern-california-race-faqs

Monica Camacho, Junior Strategic Planner

Art & Copy

On Friday night I attended the NYC premiere of Art & Copy a new movie/documentary on the Advertising industry "The One Show" foundation produced that featured many of the modern legends of advertising including Mary Wells, Dan Wieden, Lee Clow, Cliff Freeman and Jeff Goodby talking about topics ranging from creativity, making money and competition.

Although most of the content was not new to a passionate ad guy like myself, it was still fun hearing these executives who over the last 20 years have dominated the talk in our industry through great ideas and copy for clients such as Wendy's, Apple and Nike, give you a view into their agency philosophy and literally inside their agency walls. The whole inside agency culture was basically exposed for the world to see and it was completely fascinating to see how they built up their playgrounds from scratch. Ladies and Gentlemen advertising is fun fun fun!

I have struggled with the main point or gravity of the film, because i left with a mind full of cotton candy info such 80 billion a year is spent on ads, most Americans dislike advertising or that we are living in the most cluttered ad environment in history, but I had a great time and the cherry on top was the discussion about the movie at the end with Cliff Freeman in the house.

You can check out the trailer and more movie information @: http://www.artandcopyfilm.com/

EVERYTHING I NEED TO KNOW...

I hate inspirational posters. 

I’ve never seen a better way of ruining a cool image.

You have this great photograph of a team of skydivers or mountain climbers in an impossible formation. Amazing shots.

Then your eyes go down and instead of reading the name of the photographer and the location of the shot you discover this: TEAMWORK. Followed by a cheesy quote.

It’s the type of thing Michael from “The Office” would have  hanging in his office. 

So I've always hated inspirational posters. Except one.

I saw it in the late eighties and it intrigued me enough to find out where it had come from. (One thing in its favor was that it didn't use any images). It had only a colorful background with children motifs and a few lines of text.

I discovered that the text came from a talk at an elementary school graduation by a minister called Robert Fulghum. It generated so much interest that eventually it ended up in a newspaper column (we're talking pre-internet age here, people) and then it was published as part of a book of a essays by Mr. Fulghum. I bought the book.

The other day, as I was organizing my home library, tossing out books I will certainly not open again, I found the small book I had almost forgotten. Robert Fulghum's "All I really need to know I learned in Kindergarten". I read it again.  I still like it.

It has been so long that I really don't know how many of you people (meaning younger than me by 15 years people) have seen it, but I think it's worth sharing. So, here it goes.

Everything I Need to Know I Learned in Kindergarten.

Most of what I really need to know about how to live and what to do, and how to be I learned in Kindergarten. Wisdom was not at the top of the graduate school mountain but there at the sandbox in nursery school.

These are the things I learned:

Share everything.

Play fair.

Don't hit people.

Put things back where you found them.

Clean up your own mess.

Don't take things that aren't yours.

Say sorry when you hurt somebody.

Wash your hands before you eat.

Flush.

Warm cookies and cold milk are good for you.

Live a balanced life.

Learn some and think some and draw and paint and sing and dance and play and work every day some.

Take a nap every afternoon.

When you go out in the world, watch for traffic, hold hands and stick together.

Be aware of wonder.

Remember the little seed in the plastic cup? The roots go down and the plant goes up and nobody really knows how or why, but we are all like that. Goldfish and hamsters and white mice and even the little seed in the plastic cup--they all die. And so do we.

And then remember the book about Dick and Jane and the first word you learned, the biggest word of all: look.

Everything you need to know is in there somewhere. The golden Rule and love and basic sanitation. Ecology and politics and sane living.

Think what a better world it would be if we all-- the whole world-- had cookies and milk about 3 o'clock every afternoon and then lay down with our blankets for a nap. Or if we had a basic policy in our nation and other nations to always put things back where we found them and cleaned up our own messes. And it is still true, no matter how old you are, when you go out into de world it is best to hold hands and stick together.

Ok. A bit naive. But not pretentious. No big words. Just a nice insight about common things and how they can sometimes hide uncommon thoughts.

The good and the evil of a comunidad

I just got back form a short trip to Chicago where I stayed with relatives. There is a huge close nit community in the South that I always find fascinating. Somehow people know each other very well.
I went shopping with one of my aunts for that evening’s meal. We visited 3 different stores where she was greeted by her first name. I was surprised when people asked me “aren’t you Teresa la de Alfonso’s daughter?” I was certainly taken back! How in the world could they possibly know who I was? I left Chicago when I was 5!
This is the type of situation that you expect when you visit a tiny “pueblito” (a small rural town) but in Chicago?
Seems that another cultural nuance that we receive from our parents and pass on to our kids is that desire to keep up with what family, extended family, old and new friends are doing. I now live in a primarily non-Hispanic neighborhood and although I know my immediate neighbors, I don’t know what they’re up to, where they are going on vacation, what is happening in their life by the minute or what their kids are studying in college. It’s not lack of interest in my part, it’s just a mutual understanding that we don’t explore further than what you voluntarily share.
In contrast, these ladies I found inside these grocery stores got more information about my family in 2 minutes than my neighbors will ever hear from me. Suddenly, I wished I lived in a community as this one, one that cares about its members, even the ones gone for years! One that does not need Facebook to know what is going on in someone’s life because they care to ask.
But after I was pumped for information, each of these ladies started sharing the latest community “chisme”: how “such and such daughter is no longer with her husband, or who has lost a job, or was having a heated argument in front of her home, or kicked her younger son out of the house” etc. Suddenly, the nostalgia wore off.
I choose to continue “unrecognized” in my Aliso Viejo community and keep my private life, well, private.
I rather be private, even if somehow I ended up been the community chat of the week in a South Chicago grocery store…..