To promote the new Samsung Wave phone, passersby in busy shopping areas in Amsterdam and Utrecht can play a surf game in a bus stop and win a Samsung Wave phone. Participants can create their own surf character by taking a picture and literally take place on a surfboard and balance a digital surfer by moving in front of the screen. A camera detects motion of participants and provides the participants with a real surf experience. Participants receive an email with a link to a movie of the surf game including the character they created and their score. By forwarding this movie to friends, participants can challenge others to play the game as well and improve their score. Every day a Samsung Wave phone can be given away to one of the contestants.