Samsung’s 24-Hour Dance-Off

07 July 2009

24-hour Dance-off – love it!  On July 7th in London 100 competitors will take their positions on the dance floor, slip on headphones, turn on their Samsung BEAT Edition DJ music phone and start dancing . . . and dancing, and dancing for up to 24 hours as they compete in The Last Call to win €10,000 and a date with Swedish pop star September.

Last month Europeans in 9 countries entered for the chance to win a trip to London to compete in the finals, embedding a competition widget to their blog, Facebook and MySpace pages.  The widget was active for only 24 hours, so contestants had to encourage friends and family to cast their votes quickly.  The widget had a built-in leader board element so you could see if you were in the race fairly quickly.  A few weeks ago the 100 lucky winners got the call that they won a new Samsung mobile and a trip to London to compete in the grand finale.

Now this week the 100 contestants will compete at nightclub “Matter” at the O2 arena in London – each dancer has one square to dance in, and stay in.  The trick is that if anyone receives a text or a call during the competition they are out.  So the contestants have been telling their friends via their social networks that they are in the finals and to not call or text on July 7 – a natural way to talk about Samsung, the new mobile and the competition.

For the last few weeks each contestant has been working on a campaign page, adding photographs and videos (connected to the campaign’s YouTube site) and links to follow them on Facebook, MySpace and of course Twitter.   Each was interviewed answering a few questions and talking about the competition.  Everyone has some fun stories on what they are doing to make sure no one calls or texts them on that day.  And on the site you can suggest music tracks to be added to the playlist.  The whole fun will be streamed live on the campaign site, worth watching and seeing how it all plays out.

What can we learn from the campaign?  As always, having an simple concept always works – dance for 24r hours, last one dancing wins.  Doesn’t get any easier than that.  Next up, integrating the product into the campaign.  That works here naturally as the Samsung mobile provides the music at the event and people have to tell friends/family not to call/text because of the competition- a natural way to talk about the product and for it to be a part of the fun.  Leveraging social media to spread the word.  This too is built into the competition, using widgets to drive awareness, creating fan profile pages, etc., all scoring major points.  And finally, great visuals/content and a way for all to participate – 24-hour streaming of people dancing in little squares to music on their headphones, you can’t help but be a bit curious about the whole thing.

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