To prove T-Mobile’s new philosophy, ‘Life’s for sharing’, we decided to create events so memorable that people would feel compelled to share them. The campaign started in January with a live choreographed dance at Liverpool Street station, with hundreds of unsuspecting members of the public spontaneously joining in. The public were then invited to the secondevent via Twitter, Facebook and texts. 13,500 people turned up without knowing what to expect. Microphones were handed out before revealing it would be a mass karaoke. The events aired in full length commercial breaks and were simultaneously launched on T-Mobile’s YouTube channel, receiving over 30 million hits.
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