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DDB Stockholm let gamers pay for gaming time with dirty underwear

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Getting teenagers to help out around the house and do their chords has proven increasingly difficult with this more technologically in-tune generation, and the constant access to games, social media and digital entertainment doesn’t make it any easier. So, using some rather unique new technology, Samsung and DDB Stockholm set out to see if they could reverse the trend and get teens to do more housework, the fun way. The result is LANdry; a laundromat where you can game as much as you wish, as long as you wash your clothes at the same time!

LANdry is an experiment to see how innovative technology can be used in a both entertaining and helpful way, turning game time into housework”

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LANdry (a combination of the words “LAN” and “dry”) featured Samsung’s new washing machine, the AddWash, which can be connected to your phone, making it possible to not only monitor the laundry process, but also control it. Each gaming station at LANdry was equipped with a Galaxy S7, letting gamers monitor the wash program in real-time whilst playing. On your phone you could check your remaining game time as well as receive notifications when the wash cycle was done. The AddWash also features an extra door, letting you add a wash in the middle of a cycle. LANdry visitors could pause and add any missed items, and then continue gaming.

Samsung - LANdry

Martin Runfors, a Creative at DDB Stockholm, said: “We all know teens don’t like chores. We also know parents don’t like it when their kids play games instead of helping out at home when asked to. This is an experiment to try to create a win-win situation.” Adam Fors, Nordic Marketing Director at Samsung, added: “New technology enables improvements to your everyday life, and now more than ever when even white goods are connected. LANdry is an experiment to see how innovative technology can be used in a both entertaining and helpful way, turning game time into housework for your kids, or yourself. Following the launch in Stockholm, Sweden. we are also evaluating the possibilities of taking the concept further.”

New technology enables improvements to your everyday life, and now more than ever when even white goods are connected”

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Samsung is constantly exploring how technology can make everyday life easier. Housework in particular could use some motivational tools, especially in families with teenagers since the time teens spend on housework today is at an all time low. That’s why Samsung set up LANdry, a laundromat where you bring your dirty laundry and trade it for game time. The tagline for the experience? “Wash for one hour, play for one hour.” LANdry was set up temporarily in central Stockholm, Sweden and opened on May 23 2016. There's no solid word yet on whether or not the concept will be brought over here any time soon, but we certainly hope so. Laundry is a chore at the best of times, so we could probably all use that extra incentive!

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.

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