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Shellac Attack! CND's Flash Mob Goes Viral

by Kimberly Pham | July 12, 2011

In what clever ways have you seen companies promote their new products? Giveaways, special deals, the possibilities are endless. On Sunday, June 5, 2011 CND orchestrated this flash mob in the main foyer at the Premiere Orlando Beauty Show to help promote it's popular Shellac line.

Flash mobs have become a global trend. It's when an organized (or sometimes unorganized) group of people quickly and suddenly assemble at a designated public area for the purpose of sending a message or just to perform something out of the ordinary. The group usually scatters as quickly as they assemble. There are many kinds of flash mobs, but the most common is a group performance with song and dance.

In CND's Shellac-inspired production, they reworked Aretha's "Respect" melody and added their own musical words about Shellac. Onlookers took photos and recorded video with their phones. Some immediately posted their videos online and others tweeted the occurrence. CND took a current trend and "went viral," which helped quickly spread word about their newest product, Shellac.

In this modern day filled with technology, social media and active user involvement, the possibilities really are endless when it comes to marketing and promotion. It's a matter of finding the right balance of creativity and playing to what your audience would find worth sharing with their friends (and "followers").

— Kim

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