We needed to drive consideration for the Samsung Beat music phone amongst 18-24 year olds and at the time silent discos were all the rage. So, we created a 24 hour dance marathon where 100 contestants from 10 European countries battled to be the last person standing – if you got called or texted you were out.
We created a microsite where entrants could submit their details and generate support from their friends in the build up to the event. At the event itself the microsite morphed into a live stream and showed the progress of each individual. Throughout the entire 24 hours there were projected graphics on display to show the progress and a winners sequence once the 24 hours were up.
