Attracting 3,000 air guitarists, who strummed along to AC/DC's Thunderstruck, the event was publicised via SMS, email and word-of-mouth. Also featured was a performance by rock band Killing Heidi. According to Motorola Mobile Devices regional PR and marketing manager Lena Goh, the flash mob idea was developed in conjunction with the brand's Australian PR agency, Ho-worth Communications.
"It was conceived with Ho-worth to generate that kind of guerilla buzz to get the market excited about what's coming," said Goh. "We are looking to gain that leadership presence in the 3G space."
"Today's flash mob blasted its way into the world record books," added Nick Mann, marketing manager for Australia and New Zealand at Motorola Mobile Devices. "The amazing turnout, coupled with an awesome concert by Killing Heidi, was the best way to kick off Motorola's 'Here' in Australia."
The performance lasted more than three minutes, and involved air guitar champion Jimmy Dangles leading the crowd. The event will be verified by the Book of Alternative Records, a collection of unusual feats of dexterity, endurance, strength and agility. "Flash mobs are a way for people to participate in spontaneous and irreverent acts in a public setting without being individually subject to the public eye," said John Lechte, head of the department of sociology at Macquarie University, in a statement. "Motorola's air guitar flash mob provided a fun way for thousands of Sydney-siders to come together, cut loose and break a world record." The 'Here'campaign, promoting the concept of seamless wireless mobility, is launching across Asia.