Work.

The Last Call was a competition to prove the Beat DJ's music credentials.

100 individuals from across Europe competed in a 24hr silent disco. They danced to a non-stop playlist on their Beat DJ. But if they received a call or text, they were out.

The last person left dancing won €10,000. The first part of the campaign saw all 100 contestants use their social networks to be anti-social i.e tell everyone they know not to call or text them on the big day.

The contest was broadcast online for the full 24 hours. Visitors to the site could contribute to the competition playlist, upload video or images to be displayed live at the venue, and send in messages of support or distraction with Twitter.