The Utilization of Flash Mob and Viral Marketing as a Promotional Tools

1197 Words Sep 16th, 2012 5 Pages
The utilization of Flash Mob and Viral Marketing as a Promotional tool: A Case Study of Mizone Product.

Adlina Nufikha

A thesis proposal presented to the Faculty of Communication President University in partial fulfillment of the Qualitative Research Communication Subject Assignment, Concentration Public Relations

May 2012

1.1 Background of Study

In recent years, with the innovation of promotion tools, print media and broadcast media that know as main promotional tools have a new challenged, as many new promotion tools that appear with the uniqueness and the power to attract and influence people .Generally speaking, the majority of companies has started to use new forms of promotion
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In 2010, Mizone invite people for about more than 1000 people to participate in Flash Mob event at Bundaran HI Jakarta. The purpose of this event is to give a spirit for all participants. The Flash Mobers show the same movement for about 4 minutes with Love Today song from Mika and it was set to launch on local news and was launched on YouTube. The YouTube video has millions of view. The goal of this project was set for cool ways to connect with their target audience and if we seen from the participant and viewer of the video the campaign was success.
Looking at the number of participant that support the campaign and also the number of viewer surely indicate that the campaign run properly. It can expect companies or organizations to be more involved in use Flash Mob and Viral Marketing as a promotional tool.
1.2 Company Profile
Mizone an Isotonic drink that consist of five vitamins (E, B1, B3, B6, and B12) and electrolyte (Na +, Mg2 +, Ca2 +, Cl-) help provide nutrition for our bodies. Isotonic drinks can help replace fluids lost through sweat, because the activities of daily living. Mizone, is one of isotonic product that well known in Indonesia, is a product that use new promotional tools that known as Flash Mob. Mizone is one of the most successful flash mobs marketing campaign; they create a message and used Flash mob and Viral Marketing as a media to convey the message. Mizone City Project becomes the grand title

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