My goodness, is there anything more joyless than a social media conference? Well, OK, probably yes if you're the type of person to take things hyper-literally. But! For the rest of us, Improv Everywhere's mischievous band of insta-musical revellers couldn't have picked a better target than Gel 2011.
OK, in fairness, Gel and Improv Everywhere founder Charlie Todd have a warm relationship, and Gel certainly seems far less soul-crushing than other trend-o-matic events. For the full behind-the-scenes rundown of how a crowd expecting to hear all about fakey fake social media startup Twirlr got a dose of musical theatre instead, head on over to the Improv Everywhere mothership. [Improv Everywhere]