About 30 people unveiled the new slogan for Pikes Peak United Way using a “guerilla marketing” technique: a flash mob.
The motto – Live United – was unveiled by volunteers who donned T-shirts printed with the logo during the the Jim Adam Blues Band performance last night, “Gettin’ Down Downtown” concert series in Amreica the Beautiful Park.
At a pre-approved signal, all 30 unveiled the t-shirts. Each member of the flash mob struck a pose and held it for two minutes, gaining the attention of the gathered crowd.
Flash mobs are a sneaky marketing attempt to gain support or attention for a brand.
They are rumored to have started in New York City, where crowds of people would gather for about ten minutes and disperse.