Really cool digital idea from Lean Mean Fighting Machine, which used a silent disco to showcase the sound quality of the latest Samsung Beat DJ phone. Here’s how it worked:

On 7 July 2009, 100 individuals from across Europe competed in The Last Call, a 24-hour silent-disco contest, dancing to a non-stop playlist on their Beat DJ. If they received a call or a text, they were out. If they stayed in, they had the chance to win €10,000.

The contest was broadcast online for the full 24 hours. Visitors to the site could contribute to the competition playlist, upload video or images to be displayed live at the venue, and send in messages of support or distraction with Twitter.

And here’s what happened…

I love the fact that they’ve taken the key product message and turned it into a fun, interactive, completely on-brand event that probably didn’t even cost that much. I just wish that more clients would buy into this kind of thing…

The new iPhone finally launched yesterday, and after months of hideous envy, I’m finally going to get one. Not sure if it’s worth signing up for a 2-year contract or just paying more money and sticking with an 18-monther. The speed at which technology becomes redundant these days makes me wary of signing up to 2 years. Case in point: my current Sony Ericsson hasn’t really been the same since I cracked the screen a year ago, and looks positively neanderthal next to the iPhone. Although I did get a free Wii when I bought it, so every cloud…

But with a better camera, video recording, and an in-built compass for any person who thinks that orienteering is a good way to spend a weekend, the new iPhone sounds awesome.

On a slight tangent, there was a catchily-titled pulsating Apple Store hyperwall at WWDC which looked pretty cool.