Big Ideas from a Small World

Branded Dancing – Why not hire Improv Everywhere?

Posted in Method to the Madness by Ryan Thomas on April 22, 2009

Pretty Green and Initials Marketing have created a viral dancing sketch for Trident and Beyonce, but lets have some fun and track this one backwards.

Here is Pretty Green’s offering:

Which is of course just a reworking of T-mobiles dance party:

Which of course is a just a dance version of an old Improv Everywhere sketch:

Now stay with me here.

All of this really was started when brand Last Minute (dot) Com borrowed an Improv Everywhere idea and produced their airport musical:

Here is the original Improv Sketch:

I think it’s fair to say that what once started as a quirky and unique stunt style has become a full blow genre now.

It’s not enough to simply perform this kind of stunt anymore, it’s about doing it with equity and originality.

I’m not sure that Pretty Green has done that here. They have borrowed equity and really struggled to bring anything interesting to the table.

That being said when NBC got involved with Improv they made magic that was a real benefit to every brand and cultural group involved.

That is how you engage a real community and create something profound for your brand.


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