Last call for Samsung, Lean Mean Fighting Machine

Right now, at this very moment, nearly a hundred people from all over Europe are dancing in silence. No, it’s not some Michael Jackson tribute, it’s The Last Call, a Samsung contest to promote their BEAT DJ phones.

Dance marathons are nothing new, but this one, created by hot London digital agency Lean Mean Fighting Machine (whose founder Dave Bedwood was recently profiled here on ihaveanidea) does a fantastic job of adding to the concept, using cool technology and the product itself.

100 contestants were selected from all over Europe, and were brought together to dance for 24 hours while listening to music on their BEAT DJ phones. Since they’re doing it via headphones, what you have is a room full of people awkwardly moving to music that onlookers can’t hear.

Like a normal dance marathon, if you stop dancing, you’re out. But there’s an added twist: if your phone rings and interrupts your music during any part of the 24 hours, you’re out. This means contestants must ensure that none of their friends or families call during the 24 hours. Other wrenches in the game plan include “outside interference”: people can watch the event live at www.thelastcall.tv and conspire to eliminate dancers by calling them.

When it’s all said and done, what does the lucky winner receive? €10,000 to spend on a dinner date with Swedish singing sensation September. And rejoice, all ye cheapskates! You pocket all the money left over from your date!

Sounds like a sweet contest, but I do have one question: what’s the battery life on those cellphones? I’m sure I can outdance any piece of Nickel Metal Hydride.