A quarter of a million people had created their own individually designed online space hopper via the sonyericsson.com site to take part in what was claimed as the world’s first online flashmob, where thousands of said hoppers invaded Yahoo!’s UK & Ireland homepage for around 40 seconds.
Dare then placed hundreds of deflated hoppers in a huge warehouse, set up a live video feed and invited the public to pump them up 24 hours a day for two weeks, using the hash tag ‘#pumpt’ on Twitter. Each tweet generated a ten second blast of air from a pump in the warehouse, which gradually inflated a particular hopper.
A total of 17,500 tweets were turned into air that pumped up over a thousand hoppers, with ‘#pumpt’ even reaching number four in Twitter’s list of trending topics. Dare is yet to reveal what they plan to do with all those pumped up hoppers, having received thousands of suggestions from the users who took part (no, not rude ones).
Creative Director: Flo Heiss, Copywriter/Associate Creative Director: Steve Whiteley, Art Director/Associate Creative Director: Olly Robinson, Copywriter: Nicky Palamarczuk (Copywriter), Designer: Tony Goff, Designer: Dan Viveiros, Designer: Jonny Goodall, Senior Developer: Emmanuel Davis, Senior Developer: David Dunhill, Developer: Suliana Abbey, IA: Anna Dahlstrom, Planner: Stefano Augello, Group Account Director – Liza Wostmann, Account Director – Deborah Turner
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