Samsung have a nifty promotion where they ask webusers to solve a mystery by creating films about a mystery. Users are asked to roll different versions of the film to find the answers. The problem is that there are possible 11,000 variations of the film depending on the configuration the user chooses. The promo therefore cleverly gets the user to rework their film time and time again to try to solve the mystery.

The execution, to be honest, is a bit jolty, the direction a little dodgy, the acting a little wooden. But a smart idea that gets people involved. Of course, there is much use of the phone in the film – but it's used in a pretty natural way. All in all, I think they call it brand entertainment, no?

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