London is fast becoming the European capital city of flashmobs and silent discos, having witnessed a number of gatherings at key locations this year.

Samsung is the latest brand to jump on the bandwagon having recently orchestrated a pan-European 24-hour silent disco dance-off to promote the new Samsung Beat DJ music phone, Samsung Beat DJ music phone.

The contestants had to dance for 24 hours (listening to music on a Samsung Beat DJ), but if they received any calls or texts, they were out! The winner won €10,000 and got to take pop star September on a dinner date.

With its unique shape, touch screen, large memory to store music/photos and good battery life, the Samsung Beat DJ comes across as a phone 16-25 years-old (a notoriously difficult group to target) would go for.

The dance-off was a really nice idea to promote the phone. Using the tribe theory by Seth Godin, if the 100 contestants talk positively about the phone to 100 of their friends, you could then potentially have 10,000+ consumers raving about the phone across Europe.

More information about the phone and the event here.