And make it an experience worth having - and talking about. [YouTube 4:05]
That's exactly what T-Mobile has been doing with the help of Saatchi & Saatchi UK. Last time it was the Liverpool Street Station dance. This time it was Trafalgar Square with 13,500 people and 2,000 microphones.
[hat tip Richard Huntington, who's actually worked on the project]
Now, do you actually care if some of them didn't know the lyrics? This is goosebumps stuff. Life is for sharing, that's why people use Twitter and FriendFeed and all the other social networks - for the emotional connection.
That has tremendous social value and cannot be controlled or manufactured, it has to sound and feel real. It turns out that there are some things money can buy - your ad could be buying this kind of experience where people become the actors.
I do realize that talking about emotional connection is different from designing an actual event or series of events that will continue to raise the bar on surprise, delight and putting the customers at the center of the conversation. Why not try? Why continue to fabricate the perfect model or prop instead of letting your customers express something they want to say?
There is no substitute to getting people together in one place, to helping them communicate with each other, feel the connections forming, even if for that one shared experience and memory.
Can your brand design that kind of conversation?