I want your decks

Let Samsung DJ your Fantasy

Samsung is inviting you to step up and live the life of a DJ in a new interactive online campaign. The promotion centres around Samsung’s new Q1 Ultra, a hybrid between a handheld device and a laptop, which has mixing capabilities.

The online site, created by the Woo agency, takes you through the point of view of a DJ as you interact and decide on the course of the videos action by utilising the Q1 Ultra handheld device. The ‘choose your own adventure’ format sees you riding a limo to your own DJ session, entering a VIP room, going backstage to select dancers, and ultimately using the Q1 ultra interface to mix tracks.

Cut Chemist, who also appears in the video plot, endorses the campaign.

So what?: The role-playing mini adventure starts off with a simple male/female question (which influences what type of ‘eye candy’ you are subjected to later on), and then develops across a short (at times overegged) storyline. Strangely, the aide who guides you through the process of showing you the benefits of the Q1 opts for a traditional mobile to receive information, highlighting a downside of the device – its sheer size. However, the DJ aspect does manage to showcase the device’s interesting array of mixing functions and the video is short enough to make Samsung’s succinct point effectively.

“It’s good to bring technical features of a phone to life in an interactive way and to give them context. Using music needs to be very credible however, and a slight shortfall in authenticity could be picked up by a more streetwise audience”
Dom Hodge, Associate Director, FRUKT

www.mydjfantasy.com