Flashmobbing in a company

Flashmobbing (quickly assembling people via social media: mobiles, emails, etc.) is not a new phenomenon (it started in 2003), but I recently read this text about it which I thought was a quite interesting organisational application of flashmobbing.

Apparently the Mexican cement company "Cemex" uses flashmobbing to direct cementtrucks at the right time to the right place. The trucks start driving without knowing where to go (except for keeping the other trucks at a distance) and during their ride they hear where to deliver the cement. This is all done because cement needs to be delivered at the right time (not too soon and not too late).