Third year marketing students at St. Lawrence College organized a flashmob in Kingston to support the local Frontenacs hockey team. They used various social media channels like Instagram, Pinterest, and Twitter to promote it. However, not many people ended up following the boards or attending the event. The students concluded that more coordination was needed between the social media efforts and with the hockey team to make the flashmob more successful.

1. Derek Wilson

2.  Third year IMC students from St. Lawrence
College were challenged to create a
FlashMob in support of the Kingston
Frontenacs hockey team.
 The FlashMob consisted of people drawing
“K” logos around the downtown area in
Kingston.

3.  Students used various social media channels
to get the word out about the FlashMob
including:
 Instagram
 Pinterst
 Doodily
 Foursquare
 YouTube
 Slideshare
 Twitter
 Facebook

4.  These channels were used both pre-flashmob
and post-flashmob to both tell people about
the flashmob and show what went on during.

5.  The goal with Pinterest was to spark interest,
post clues about the FlashMob and get
people to repin posts.
 This did not happen
 Only 4 people ended up following the board.
 Concierges determined that Pinterest is not
an appropriate channel for a FlashMob

6.  Throughout the Flashmob, the concierges
were takng and posting pictures to the
instagram account.
 Unable to post to @Chalkaboutit Twitter
page
 In the future, a link between both accounts is
needed
 If the concierges had more time, they believe
the could get more followers.

7.  Not a successful channel to use during a
FlashMob
 Unable to post photos to Facebook or
Twitter.
 Not efficient.

8.  Has yet to catch on as a social media
platform, therefore does not have many
followers
 There was a check in for each Chalk Station
 Is not optimized to work with Twitter.

9.  Two videos have been posted to the YouTube
account
 As a channel, it was successful.
 Each video produced 189 and 179 views each.

11.  A total of three slideshows have been
created.
 The first one was created to advertise that
the FlashMob was going to happen. The final
two were created to show how successful the
FlashMob was.
 First Slideshow has 62 view
 Concierges determined that Slideshare is
perfect for use with FlashMobs.

12.  The goal was to Tweet information about the
FlashMob.
 No inquiries were received.
 A hashtag was created for the FlashMob
 #chalkaboutit
 There was an emphasis on Re-Tweeting
posted pictures of logos.
 Twitter is good for use with future FlashMobs

13.  The page was used as the hub of all necessary
information.
 The page gained 25 “Likes” prior to the event.
 A very useful tool in organizing FlashMobs.

14.  Judging by the number of people who
attended from outside of the IMC program, it
is hard to deem this FlashMob as a success.
 Perhaps too many Social Media channels
created a disconnect between each of the
concierge groups.

15.  There was minimal conversation between the
client (The Kingston Frontenacs) and the
“agency” (our class) concerning the
FlashMob.
 This is a missed opportunity in that the
Frontenacs could have potentially helped
with the organizing of the FlashMob and
made it more appealing to outsiders.
▪ Players/Coaches could have been asked to attend.

16.  The FlashMob was held on a cold, winter day
as the sun was going down. This is not the
optimal time to ask people to leave their
houses or places of work and come outside to
play.
 The duration of the FlashMob was far too
long. The essence behind calling it a
“Flash”Mob is that it happens quickly, like a
flash.

17.  Finally, my concern is that this was not
carried out like a FlashMob, but more as an
event. There was not one person that was
part of the organizing team (the class) that
treated it like a mob and got people walking
around downtown involved. It seemed like we
were waiting for people to come to us, rather
than go to them.