To promote their upcoming movie Burlesque, Sony was looking for an innovative idea to create mass exposure with viral marketing potential. By bringing together dancers, choreographers, film crews and the local media, we gave Eaton Center shoppers a special treat with this tasteful movie themed flash mob. It was a small preview that created a special balance between the risqué of burlesque and what would be acceptable in public form.
The performance was well received with many people capturing the experiential campaign to share with family and friends. On top of the word of mouth buzz received, many news stations covered the performance to increase exposure across Canada. This helped Sony build the kind of social awareness they were looking for in Toronto while creating massive Canada-wide promotion.