Carrotmobbers assemble on a pre-arranged date and together they storm a shop, either online or offline, and spend as much money as they can there. The shop-owner commits in advance to put a certain proportion of the takings towards sustainability measures, be it green energy for the shop, fairtrade coffee for the café, or whatever. Hence a Carrotmob is a way to positively influence trade and business, and so to promote a sustainable economy; a “buycott” rather than a boycott. (The name Carrotmob refers to this underlying idea: using a carrot rather than a stick.)
To organise these smartmobs (the name given to this particular kind of flashmob), the website makers provide a well-designed campaign website and comprehensive guidelines. If you want to organise a Carrotmob in your own city you can post on the website what the goal of the smartmob is and what the proprietor is proposing to do with the money. If the mob is approved by the head-carrotmobbers, you can publicise the event on Facebook.
The global Carrotmob network organises itself primarily using Facebook. To access information about upcoming campaigns on the Carrotmob website you have to log in using a Facebook account, and this automatically connects you with Carrotmob’s 18,000 Facebook friends. This connectivity means that making contact with mob-experts or potential fellow organisers of future campaigns is straightforward. You can also easily find out where upcoming Carrotmobs are taking place and sign up to join in. In total 65 Carrotmobs took place in 2012 from Bangkok to Berlin, made up of anywhere between 5 and 1500 participants.
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