H&M Flash Mob:55 Kids Dance in San Francisco's Union Square Video

by Jacob Zinn | March 30, 2010 at 02:45 pm

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H&M organized a flash mob of hip-hopping kids to show that its new line of children’s clothing is remarkably comfortable.

The 55 children danced in San Francisco’s Union Square on March 27 to the song Set It Off by Izza Kizza while bystanders got out their point-and-shoot cameras to capture the display.

Meanwhile, the Swedish clothing company had their own cameras set up in the area for the online promotional video.

Since it was posted on March 28, the official video has received more than 33,000 views and was trending on Twitter.

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H&M Flash Mob a Marketing Experiment

It started as a dance-off between a boy and a girl, but quickly turned into a choreographed production of talented youngsters dressed in H&M fashions. Growing groups of kids danced behind the original 2 children until all 55 joined in and combined to dance together.

The live commercial, which lasted about 4 minutes, is one way marketers are attempting to use social media to advertise. By making a viral video and gaining Internet buzz, companies hope to get publicity for their products.

While flash mobs are generally supposed to be more spontaneous, larger spectacles such as this require more preparation.

Flash Mobs Banned in Some Areas

Last week, Philadelphia officials said they would crack down on the phenomenon after a series of violent acts were committed, stemming from previous flash mobs.

The city of Braunschweig, Germany has banned flash mobs from the Schlossplatz square after previous displays became a nuisance.