How soon should commercial brands leverage #Madiba’s death?

Woolworths shot a video of a flashmob at their Parkview store on 7 December 2013, featuring the popular Soweto Gospel Choir doing a rendition of Johnny Clegg’s 1987 song called Asimbonanga, as a tribute to Mandela. As I am publishing this post, this Youtube video is raking up the numbers since it was published on 9 December, and is now sitting at over 3,1 million views and a massive 18 000 likes a mere 9 days since.