The Rijksmuseum in Amsterdam Performs an Amazing PR Stunt

 - Apr 4, 2013
References: youtube & blameitonthevoices
The Rijksmuseum in Amsterdam takes advantage of the flash mob craze to promote the re-opening of the museum. The famous Netherlands Gallery is set to open their doors after a very lengthy 10-year renovation.

The Museum, acting together with ING, has orchestrated an extremely elaborate flash mob at a crowded mall in Amsterdam. It recruited a team of talented actors to recreate one of the museum's most important displays, Rembrandt's 1642 iconic masterpiece 'The Night Watch.' The spectacular PR stunt featured an intense chase scene with dozens of dressed actors and even horses.

All of the spectators in the mall were in absolute shock -- they didn't have a clue as to what was going on until the end when all of the actors got together and a giant sign lowered down from the roof announcing the re-opening date of the museum.