Paid-for flash mobs aim for scripted spontaneity

05/9/2013 | Wall Street Journal, The

Dance Mob Nation and Flash Mob America are among the new corporate entities that will create flash mobs -- the once-spontaneous Internet-powered events -- on demand, for a fee. Ford is among the brands that tried it first, in 2005, only two years after the phenomenon is thought to have started. A critic calls the planned and scripted mobs "cheesy."

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