Improv Everywhere is the group behind the MP3 Experiments and Frozen In Grand Central. In their own words, [...]]]> On Sunday, I took my pants off on the subway. It wasn’t because I spilled my coffee or because I was trying to make a statement, it was because Improv Everywhere held their annual “No Pants Subway Ride.”

Improv Everywhere is the group behind the MP3 Experiments and Frozen In Grand Central. In their own words, they’re a group of people who “cause scenes of chaos and joy in public places.”

This was the 9th year that Improv Everywhere (IE) agents took their pants off on the subway and it has grown exponentially in size since its inception. While at first it started as a couple of friends, IE estimates that over 3,000 New Yorkers participated on Sunday.

A No-Pants Participant on Sunday

The past couple of years, “Pro Pants” evangelists have come to Union Square (where the pantless subway riders converge) to hand out pamphlets about the greatness of pants. I got invitations to no less than 12 after parties post the pantless riding. And yet – despite the subculture that has grown around this event – it has remained 100% unbranded.

As we move into 2010, I anticipate that more and more brands will focus on organic experiential efforts. Instead of focusing on new efforts, brands will take a deeper look into where consumers are already taking part. This is the new marketing: Connecting with consumers authentically in places they already are goes beyond Twitter and Facebook – which have now become traditional social media outlets.

A quick search shows that there were 11k+ tweets relating to the event and nearly 1,200 blog posts. My prediction? Next year there will be a brand involved in some way. So Levis – Go Forth! Gap – Get Together! What are you waiting for?

No Pants 2010 Mission Recap and Highlights here.