How to create a Flashmob for a youtube audience, using the performance of Les Miserables One Day More by Orlando Shakespeare Theater in Partnership with UCF as an example. As presented at the inter nation Shakespeare Theatre Association Conference 2015 # STA15

1. Do You
Wanna
build a
Flashmob?
https://www.youtube.com/watch?v=Cn8PiqIXEjQ

2. A few hundred live
Thousands on the
internet

3. A busy place (with above
master shot)
Cameras
A famous song, scene or
dance
Some Rehearsal time
Sound to play at the venue
Sound master recording
Participation with local
media

4. Antwerp Train Station
- Do-Re-Mi
TNT – Got Drama
Orchestra - Ode To Joy

5. The best ones are totally planned out film shoots that
appear much more spontaneous than they really are.
They start tiny, then get huge
Dance is best, make movement if not
Use lots of cool ‘Plants’ – (Actors that look like regular
people till they join the flashmob) This is the fun part! –
shopping bags, starbucks, iphones, construction hats…
Get video of the disinterested and the gawkers
Add a topper moment at the end (the flag for us)
Get the media to come!!
Walkie Talkies help

8. Actual cost was about $1,250. Mostly in AEA actor
overtime for rehearsal and performance fees

9. Use the master soundtrack (already recorded) as the
base and add wild sound, echo etc.
Mix up the master shot from above and closeups for
the best effect. Have all actors send their best iphone
clips to the editor. Use the mall cameras. We used
about 11 different cameras.
Release on youtube, Kickoff party at a bar 11pm – and
then everyone shares on facebook and tweets.
Local media release with link to youtube.

10. Metrics from tveyes.com (lists every station, link to
clip, time and value in market):
TV Stations = 300
Viewership local = Total 8.2 million
Total Publicity value = $665,229

11. Today Show, Good Morning America – national audience 8.2m, 665k
$35,000 in sales on Tuesday am (avg daily 3-5k). 700% jump
400,000 hits on Youtube during run of show, 260,000 more since we closed.
Ticket Buyers daily comments:
“A friend of mine from Seattle called me to say he saw the flash mob on Good
Morning America – he was so jealous that I’m getting to see it!”
A walkup patron: The reason we got tickets for Les Miz is because of the flash mob.
Our friend saw it in person and posted it to Facebook. Now all of our friends are
getting tickets to the show.
“Buzzfeed sent me here!” – new patron who saw the flash mob
“Your marketing department did a great thing with that flash mob. My friends in
New York are going CRAZY over it!!” – patron purchasing stand-by tickets
Continuing facebook shares and tweets
Reverse Marketing – national calling local people
Show sold at 96% capacity
Excited board and donors

12. Could have used more rehearsal time
Guaranteeing that the sound is loud enough (2 takes)
Didn’t invite MORE media – TV in particular
Pre-recording the master sound track
Rehearsed everything in advance
Good Plants
Great Singers
Invited the Orlando Sentinel
Picked a slow news day – Saturday of Labor Day Weekend

13. www.orlandoshakes.org