How did they do it? How did Partizan, Saatchi and Michael Gracey organise what has to be one of the most memorable adverts ever?
In the vlogosphere that's how. Now the most powerful way for a brand such as T-Mobile to get its message out there.
And it's on the internet that this incredible ad is really going to pull in the numbers. Whether you surf the net on your PC, laptop or mobile phone.
The version of T-Mobile Dance which ran on T-Mobile's official YouTube page drew a record 11, 261, 142 plays. 15, 361 ratings. Was tagged as a favourite 50, 907 times. And was the 12th most viewed video of all time in YouTube's entertainment cetagory.
And that's all without the build-up and excitment T-Mobile Sing has had:
Just hours after the event, vlogs like this started to appear:
But that was just the beginning. As thoughout today hundreds of video blogs have been appearing on the internet. Almost all shot by members of the crowd with their mobile phones - let's hope they were T-Mobile punters eh! - and then instantly uploaded to YouTube.
Amazing. When you think that just 10-years short years ago what got the nation going was the Chicken Tonight Dance or the Volkswagen Bora couple fighting over who would get to drive the car.
How things have changed. To connect with an audience today, brands have to stage an event like this. Providing content which viewers want to watch. And content which makes them feel included.
And after this Patrizan, Saatchi and T-Mobile have set the bar impossibly high.
