The consumer’s power
The concept of a flashmob might be known by lots of people, as there have been many of such gatherings lately.
One great and widely recognized example during election time in Germany was the flashmob called “And everyone goes Yeah” that was organized by the online community during a speech of Angela Merkel, where the people present shouted “Yeah” after every sentence she finished. Merkel was pretty disturbed at the beginning and the initiative even made the evening news.
But while flashmobs are often criticized by certain people and characterized as being senseless, the alternate concept of smartmobs is making positive headlines. One sub-category of the smartmob movement is the one of carrotmobs. The initiative’s name derives from the image of a donkey longing to eat the carrot someone is wagging in front of his nose. In our case, the donkey stands for the business sector and the person holding the carrot is the conglomeration of customers. For organizing a carrotmob, it therefore takes a group of customers that are linked throughout some device (most of the times an online community) and a group of companies competing for the carrot which symbolizes the consumer’s spending power.
How Organized Consumer Purchasing Can Change Business from carrotmob on Vimeo.
