Everyone loves a flash mob, right? Or at least they did when 1,000 people turning up unexpectedly at an airport terminal to dance was still rather unusual.
Nowadays, in order to get the same level of impact (both live and in the subsequent push to YouTube) companies are having to think more creatively.
Step forward Hawaiian Airlines, which attempted its own flash mob mid-flight at 38,000 feet recently by serenading passengers with a hula dance group between San Francisco and Honolulu.
The clip already has managed to achieve, by wonderful coincidence, 38,000 views on YouTube in just six days.
However, as Jaunted notes, some passengers seemingly couldn't care less or had even noticed the gentle and mesmeric swaying of hips and arms in front of them.
"We just hope the applause woke them up at the end of the performance," the article says.
Now some cynics might be slightly curious about the crisp and large sound of cheering and clapping kicking in at around 4m20s, at the end of the show.
Not Tnooz, of course, although an official at Hawaiian Airlines, when asked, insists that neither the music or applause were dubbed into the clip ("all was recorded onboard").