T-Mobile is getting good at these big public advertising stunts over in London. First, they organized the spontaneous dancing in Liverpool Street Station (below). Then, last Thursday, they managed to get 13,000 people into Trafalgar Square for what they thought might be another dance-a-thon, but which turned out to be a collective karaoke rendition of "Hey Jude" (above). The American singer Pink showed up and joined in, too, for some reason. These flash-mob stunts, coordinated by Saatchi & Saatchi, are less notable for how they reinforce T-Mobile's brand message, which is the typically vague "Life's for sharing," than for the brand-specific way in which they're mobilized: via text message to T-Mobile customers.
—Posted by Tim Nudd