42 Below uses Shaggy for One Green Bean social media birthday chase

Shaggy 42 below social mediaMusician Shaggy is to celebrate his 42nd birthday in Australia as part of a campaign for 42 Below Vodka which includes one of the first local uses of Foursquare by a major brand.

The strategy was devised by PR agency One Green Bean, which is organising the trip.

The visit sees Shaggy arrive in Sydney next Tuesday ahead of a two-day treasure hunt.

The star will be checking in on Foursquare, and dropping clues on Twitter and Facebook as to his whereabouts. Each time he and his entourage arrive at a new spot, the first 15 fans to find him and wish him “Happy 42 Below” will win tickets to his birthday party which takes place at Good God Small Club on Liverpool Street next Thursday night.  

The Jamaican star’s hits have includes Boombastic, It Wasn’t Me and Oh Carolina.

One Green Bean boss Kat Thomas told Mumbrella:

“42 below has an established reputation for surprising their consumers purely because they can, something which shaped our thinking as we developed this campaign. Their target audience tends to be early adopters and online natives who crave new experiences and discovery, so it made sense to capitalise on the most impactful channels of influence to engage them.

“Foursquare sits at the heart of this cheeky little campaign because its native geo-locating functionality is perfect to help people find Shaggy.”

The campaign contains a couple of elements common with previous successful One Green Bean social media campaigns. The PR agency was behind the iSpyLevis campaign which saw jeans being given away to people who tracked down where the brand was tweeting from.

And One Green Bean was also involved in the Virgin Mobile visit of Vanilla Ice to apologise for his past musical sins.

The agency also used Twitter as the main driver for its campaign on behalf of Toyota which saw a man dressed as a werewolf offer free lifts to those who tweeted him.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.