On Wednesday 6th October 2004, 5:40pm - Outside St Pauls Cathedral.  London had experienced the worlds debut on-masse public pillow fight. Of course pillow fights had broke out prior to this, but none that were activated purely by utilising the internet. Unfortunately this event format was and still is coined a "Flash mob". Although technically it's not, due to having no set time restriction, and quite simply not happening within a flash. In fact they go for hours, as the masses rotate in a continuous roll play exchange from spectator to fighter.

Devised in 2004 by Ben Cummins as a spin off to his earlier Mobile-Clubbing success, the event was activated by a single mailout from www.mobile-clubbing.com. The email came attached with an e-flyer of a pillow, pink and soft with the event details written over it. The rules were bold and red and some what stylised to the Fight Club movie. They have not been altered to this day and most "pillow fight flashmob" organisations around the globe still adopt this format.
As a rule the mobile-clubbing team never contact the press to promote their events, however the media were amongst the 500 feathered fighters. The debut event was televised simultaniously, live on prime time BBC and ITV news and reported in many newspapers (see link). Due to this on masse public pillow fights were sprouting across the globe. Mobile-Clubbing still activates many PFC events to this day and are in association with "World Pillow Fight Day"