The mp3 Experiment from Improv Everywhere is a creative, participatory event that truly shows the power of an organized tribe. Basically, people download an mp3 file provided by Improve Everywhere, and they all start listening to this mp3 at a specifc, place, date, and time. The ominous voice on the mp3 gives the listener instructions, which leads to some really interesting actions that you wouldn’t see otherwise.
The seventh edition of the mp3 Experiment was held in New York in 2010 and you can see a video of it below.
Check out the previous editions, as well as info on the next one being held in Cape Town at Improv Everywhere. It would be interesting to explore this concept further and see what you could do for innovative marketing campaigns. What did you guys think?