This campaign illustrates what's possible when we put digital and social marketing at the center of the idea and not treat it as an extension of a TV spot.
T Mobile used teaser videos, social networks and good old fashioned word of mouth to summon over 13,000 people to London's Trafalgar Square last week to sing a fairly in-tune rendition of Hey Jude.
The result? A fun TV spot and, more importantly, thousands of posts, texts, tweets and YouTube videos from people who attended the event, and even more chatter from people like me who heard about it online. Moreover, when you get Perez Hilton's stamp of approval, you know you're doing something right in the pop culture zeitgeist.
The days of simply putting a TV spot on YouTube are over. Marketers need to map out a social media strategy at the outset of a campaign and not leave it to chance. Hope is not a strategy.