What can we learn from the Lion King flash mob?

By Will Northover, Client Services Manager, Blackjack Promotions

Experiential marketing has been at the heart of stimulating interest in the opening of The Lion King on the Brisbane stage.

The hit musical – seen by around 70 million people globally – has been running for more than 10 years Down Under but is to open in Brisbane for the first time in September this year.

It just so happens that days before tickets were to go on sale, the cast of The Lion King decided to do an impromptu version of the show’s hit song The Circle of Life aboard a Virgin Australia plane heading from Brisbane to Sydney (where the show is currently playing).

Luckily, someone was on hand to record the spectacle and YouTube has done the rest, with the video generating an incredible 1.2 million views in just 10 days. Check out the video below:

Whether the recording was pre-planned or impromptu is missing the point, the point is that it worked and reveals the power of experiential marketing.

This timely spot of experiential activity has not only fermented interest in the show in Australia: it has gained interest on the global stage.

It just goes to show that with experiential, the opportunities are endless. Brands don’t have to be restricted to the four walls of a store to do experiential well – if the timing and environment is right, the world really is your oyster.

In the words of Elton John – “There’s more to see than can ever be seen, more to do than can ever be done”…