The client wanted to increase brand visibility, as well as establish Liberty Tax as a company with a great patriotic spirit. We developed a high profile PR campaign in the form of a Flashmob in Times Square to coincide with the 125th Anniversary of the Statue of Liberty on Oct. 28, 2011. The Flashmob celebrated the birthday of one of our nation’s most famous landmarks, as well as the inspiration for the face of the company. It was a perfect match.
Our team developed the theme of the flash mob, worked with our favorite choreographer Denise Wall, and cast the dancers. In addition we worked with the Hit Factory in Miami to create a custom piece of music to be performed by an American Idol finalist.
Working with the Mayors Office in NYC, we were able to shut down a full block of Times Square for the performance on a very busy Friday morning. Multiple camera crews filmed the event live as Times Square was transformed by the patriotic tribute.
The Flashmob was a huge success, gathering a large crowd in Times Square. Branded crowns were given to the onlookers as souvenirs. In addition, producers from Good Morning America saw the performance and invited us back the following Monday to be a part of a special broadcast. Our dancers were featured on GMA, giving a national hit to the brand.