A lot of clients ask me how social media can support traditional media. Smart brands understand that a great campaign is an integrated one. Your brand needs to be a ‘social brand,’ not simply a brand with a social media presence, and that presence requires a fluid media approach. 

T-Mobile (a client of ours here in the US)  has recently launched some impressive work  in the UK. Who can forget the impromptu dance performance in the middle of a London Underground station, a video that has received over 11 million views on YouTube? Thankfully, T-Mobile’s latest addition to the Life’s For Sharing campaign is even more impressive.

T-Mobile teased 13,500 people to show up to Trafalgar Square in London for the chance to be in a TVspot. When participants arrived, microphones were passed out to the massive crowd and everyone was directed to join in a surprise sing-a-long to Hey Jude (featuring a special appearance by American pop icon, Pink). The stunt will be featured as a TV spot in T-Mobile’s upcoming campaign and has helped propel the brand to the #4 spot for most subscribed sponsor YouTube channel in the UK.

By hosting a live stunt that created an unforgettable TV ad, T-Mobile effectively built an authentic back story while connecting with consumers. The 13k participants experienced something truly unique, and the online community is buzzing about it. Brands like T-Mobile are gaining a ton of credit in the viral world of YouTube, blogs and social outlets for bringing people together in a memorable way. When you think of how social media can propel your brand,  why not include all other media assets to help create a more organic (and more long-term) conversation?