The Last Call
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 first part of the campaign saw all 100 contestants use their social networks to be anti-social i.e tell everyone they know not to call or text them on the big day.
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…