Flash Mob Marketing from HarperCollins

HarperCollins Flash Mob


While rain bucketed down across London earlier in the month, the HarperCollins Marketing team took to Brent Cross with a troop of professional dancers who performed a Flash Mob Tango Dance to shoppers throughout the afternoon.

The event was so successful that the dancers, usually seen treading the boards in the West End rather than in shopping centres, performed two extra times to keep the crowds happy.

The occasion marked the launch of Daisy Waugh’s  new novel Last Dance with Valentino, based on the life of the screen legend and heartthrob. Waugh spent more than a decade researching Valentino’s life.

The books were sold front of store in WHSmith and were part of a BUY ONE GET ONE HALF PRICE deal. John Joyce, Manager of the store, and his colleagues were incredibly supportive, decorating the shop with Valentino bunting, showcards and postcards. They even wore the Valentino T-shirts which had been modelled all week in the café.

Here is the video of the Brent Cross performance:


  1. Is it really a flashmob if it’s eight people on a stage?!

  2. Guess the Murdoch-owned HarperCollins is finding it hard to distance itself from the News of the World fiasco.

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