# 24 Hour Silent Dance-Offs 100 Dancers Wait for 'The Last Call' on Samsung Beat DJ Handsets By Bianca | Published 2009-07-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/samsung-beat-dj-handsets References: [thelastcall](http://www.thelastcall.tv/) The Last Call campaign proved [Samsung](https://www.trendhunter.com/trends/25-hour-skatepark) is on the cutting edge. To promote the Samsung Beat DJ handset, they hosted a [24-hour dance off](https://www.trendhunter.com/trends/apple-and-spike-jonze) at Matter at the O2, a [silent nightclub in London](https://www.trendhunter.com/trends/light-club-20). 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 43% | Activity: 88% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Silent Nightclubs:** Opportunity to create unique and immersive nightlife experiences where music is experienced only through personal devices like headphones or earpieces. - **Interactive Dance Competitions:** Potential to engage audiences in dance competitions where contestants receive notifications or cues through their personal devices. - **Branded Promotional Events:** Opportunity to host unique and attention-grabbing promotional events that incorporate technology and entertainment. ### Industries Being Reshaped - **Mobile Technology:** Disruptive innovation opportunity for mobile phone manufacturers to create specialized devices for personalized audio experiences. - **Entertainment:** Opportunity for event organizers to create novel and engaging experiences, such as silent nightclubs and interactive dance competitions. - **Music and Pop Culture:** Opportunity for music artists and brands to collaborate on innovative marketing campaigns that involve live events and exclusive rewards. ## Related on Trend Hunter - [25-Hour Skateparks](https://www.trendhunter.com/trends/25-hour-skatepark.md) - [Rewarding Dance Apps](https://www.trendhunter.com/trends/desperados-dance-club.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Data-Driven Digital Experiences](https://www.trendhunter.com/trends/data-driven-digital-experience.md) - [Gen Z Skateboarding Campaigns](https://www.trendhunter.com/trends/first-flips.md) - [Color-Blasting AR Games](https://www.trendhunter.com/trends/can-you-beat-the-box.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Phone-Free Festivals](https://www.trendhunter.com/trends/phonefree-festival.md)