Even though you're reading this on the Internet, be it on a mobile device or a browser or what-have-you, eventually everything about business exists in the real, tangible world. It can be easy to overlook that aspect of marketing, when Facebook, Twitter, and Google+ all offer the sexy appeal of metrics and instant interactivity.
But you know what's more instant and even more interactive?
Leaving the computers behind and reaching out to your customers directly. T-Mobile did just that Thursday at the Woodfield Mall in Schaumburg, surprising innocent shoppers with a ginormous invading Alfonso Gomez-Rejon-directed musical performance of "Home For The Holidays."
For those unfamiliar with the Fox series Glee, Gomez-Rejon has directed multiple episodes. He was a perfect choice for this sort of unconventional singing-and-dancing sprawling happening. Also commendable is the fact that T-Mobile wasn't hawking a specific product or anything: It just had oodles of ladies in magenta-colored dresses (the same hue as the company's logo) and spokeswoman Carly Foulkes singing and spreading joy. Really. Wash away your cynicism and study this clip -- T-Mobile didn't mess around, and neither should you.
David Wolinsky is a freelance writer and a lifelong Chicagoan. In addition to currently serving as an interviewer-writer for Adult Swim, he's also a columnist for EGM. He was the Chicago city editor for The Onion A.V. Club where he provided in-depth daily coverage of this city's bustling arts/entertainment scene for half a decade. When not playing video games for work he's thinking of dashing out to Chicago Diner, Pizano's, or Yummy Yummy. His first career aspirations were to be a game-show host.