The Last Call campaign proved Samsung is on the cutting edge. To promote the Samsung Beat DJ handset, they hosted a 24-hour dance off at Matter at the O2, a silent nightclub in London.
Yep, that's right, no sound... except from the ear pieces of the Samsung Beat DJ handsets given to contestants. 100 contestants were invited to dance on one of 100 illuminated squares (very Saturday Night Fever) until they received a phone call or text on their Samsung BEAT Edition DJ music phones to let them know they were disqualified.
The person who received 'The Last Call' walked home 10,000 Euros to be used to wine and dine September, a hot Swedish pop star, then keep whatever money was left (depending how many bottles of Dom September ordered) for themselves. Oh, and they get to keep the Samsung BEAT Edition DJ music phone.