A flash mob is an initiative organized by a company or organization to promote its activities. It’s a form of event-based communication designed to attract public attention. This type of flash mob can be performed either by professional performers hired by an agency or by the company’s own employees or members. The main objective of a flash mob is to generate audience engagement and enhance brand image through online video sharing and social media recommendations.

In addition to its advertising aspect, a flash mob can also serve as a tool for strengthening the company’s image, mobilizing internal teams, and improving internal communication. This is particularly effective when employees actively participate in the event. However, the results of a flash mob can vary due to the sometimes significant costs involved in its organization, and the novelty effect may wear off over time.

A concrete example of a flash mob for advertising purposes would be the one organized by Air France, which likely focused on internal communication. Another illustrative example would be a flash mob aimed at promoting an airport.