By Shuli Sudderuddin

They come and go in a flash, but flash mobs are no longer just the spontaneous work of some inspired - or bored - teens.

These days, they are also events carefully choreographed by organisations and businesses.

Flash mobs are occasions where people gather at a specific time to perform a certain deed, and then disperse.

The phenomenon surfaced in the United States in 2003. The first such event here was also reported to have taken place in the same year.

Since then, flash mobs have included people dancing on an MRT train and groups dancing to Michael Jackson's music after his death.

Participants are usually rounded up online.

In a world where attention spans are short and gimmicks come and go, it is not surprising that organisations and companies are latching on to the novelty, and even shock value, of flash mobs.

The Singapore 2010 CAN!, a series of festivals to encourage young people to celebrate the world's first Youth Olympic Games (YOG), held a flash mob early this year.

About 60 participants wore green and froze in the middle of Orchard Road while others carried placards and ran down the street. The whole affair took around one minute and participants stayed back to speak to passers-by.

Said Ms Jacqueline Tan, head of Youth Outreach for YOG: 'We earned many curious stares from passers-by and this helped us to increase awareness of CAN!.

'They were more inclined to take the brochures and listen to the volunteers to find out more about the event.'

Coca-Cola Singapore pulled the tab off its second flash mob in June this year. It involved more than 100 people dancing and singing to a song outside The Heeren for about three to four minutes.

The first - where participants danced to a popular song - was held in 2003.

Said a spokesman: 'We're always interested in connecting with our consumers in ways that appeal and are engaging. A flash mob is one such medium, with its involvement and high energy.'

Another high-profile name, the Esplanade, is also using the concept to publicise its upcoming Dans Festival, a series of dance performances.

Said Ms Esther Lee, programming officer for The Esplanade Co: 'We decided to carry out a series of flash mob dances at various shopping malls because it is a fun and spontaneous way to get people excited.'

It had permission from the malls. Some 60 volunteers took part in a five-minute choreographed dance at Raffles City Shopping Centre on Sept 19 and 20.

The phenomenon is even being studied. Dr Tim Bunnell from the National University of Singapore's (NUS) department of geography is interested in flash mobs and is using them in an assignment in a cultural geography class.

'I want the students to think about what is involved in developing and designing a flash mob and also why certain things around them are viewed as natural and are taken for granted, such as foreign workers travelling in lorries,' he said.

His student Shaun Lim, 24, took the theoretical exercise a step further by acting out the flash mob with his classmates and friends.

'We dressed up in business wear and rode around the CBD in a lorry, like foreign workers,' he said. The team received some curious stares.

Experts said there is a limit to the amount of publicity flash mobs can generate.

According to Mr Bernard Law, they have limited exposure 'unless the main media picks up the activity and gives them the coverage'.

He is an adjunct senior lecturer in the Communications and New Media Programme at the NUS.

'All it can hope to achieve is through word of mouth where people talk about the activities to their friends. As a marketing or promotional tool, it must be supported by other strategies to achieve its intended impact,' he added.

This article was first published in The Straits Times.