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Companies organize flash mobs for corporate events


UPI News Service, 05/10/2013 

A pair of Los Angeles companies are harnessing the popularity of "flash mobs" for commercial purposes, organizing groups of dancers at corporate events.

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Dance Mob Nation said it charges an average $2,000 to $4,000 -- sometimes charging as much as $10,000 -- to get a group of undercover dancers to break into a routine at events to promote a company or product, The Wall Street Journal reported Friday.

The company was recently hired by organic food brand Amy's Kitchen to perform a dance routine on the floor of a natural-products expo in Anaheim, Calif. The dancers were initially disguised as convention-goers, but suddenly broke into the dance number while wearing Amy's Kitchen aprons.

Ben Sloane, corporate events coordinator at Amy's Kitchen, said the company wanted to surprise the crowd "with something new and different."

Flash Mob America, also of LA, says it charges $5,000 to $80,000 for similar dance performances at corporate events.

Bill Wasik, widely credited with creating the first flash mob by organizing dancers via social media in 2003, said the events have gone corporate "every which way to Sunday." He said companies are using the creativity of the flash mob to "get a halo effect by being associated with it."


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