Mob Tactics - Byte Night Morning Mob Sleep Out

Link to Video: http://www.silicon.com/videos/features/2007/09/06/flash-mob-sleepers-support-it-charity-60416903/

Project Name and URL:
Byte Night, http://www.bytenight.org.uk/index.cfm

Location & Creator/Author/Organisation:
London, created by 30 IT Professionals in approx. 1999.

Media and how it is used:
Byte Night is an annual sleep out night organised within the IT industry in support of Action for Children. The event requires people from the IT industry to sleep outside in the elements for one organised night per year in order to raise money and awareness for a charity for children (Action for Children) that is commited to helping the most vulnerable children and young people break through injustice, deprivation and inequality so they can achieve their full potential.

Points reflecting on its success:
The organisation now has on average 700 sleepers per year and raises approximately 450,000 pounds for the charity, however, these figures weren't always so high. In 2007, the organisation undertook a mob tactics approach to advertising the event. A flash mob descended upon a park next to City Hall in London to draw attention to Byte Night. The mob ran to the park in a group with their sleeping bags and blankets. Once at the park the mob lay down and pretended to sleep for a couple of minutes, after which they all got up and ran away just as quickly as they arrived. The stunt was a hit on the local news and online, and raised great awareness to the cause.