42 Below uses Shaggy for One Green Bean social media birthday chase
Musician 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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Yet another treasure hunt. Borrrrring.
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Borrrrrring perhaps? But I reckon it’ll still get lots of media coverage. And that kind of is the job of the agency.
Cheers,
Tim – Mumbrella
the Virgin Mobile thing was D5’s idea and execution wasn’t it.
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This is gold, it’ll go off
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Tim, Microsoft used Foursquare back in June as part of the launch for the consumer availability of Office 2010, as reported on MumBrella https://mumbrella.com.au/141-turn-out-for-microsoft-mayor-swarm-as-vibe-gets-into-foursquare-too-28302
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So long as foursquare sort out their technical issues by then! A whole lot of downtime isn’t going to help their promotion one bit.
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Shaggy Who?
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42 is the new … 21? Doubt it.
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Tim, i also believe ray-ban also launched a campaign around 4 weeks ago which utilises foursquare, twitter and facebook
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I think I’d like to see a social meeja campaign in which people help Shaggy find himself, y’know, man?
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Hey – does the chick chick boom girl work in advertising (ie One Green Bean)? Or was it just a fluke?
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So, Shaggy, huh? He was pretty big. About 10 years ago.
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Pretty sure the article said ‘one of the first uses’ not ‘the first use’ of foursquare
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I think its still fun, and if they can amp up the party element it might get traction. Although 4square… only media divas use that, right?
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“Obligatory negative comment because I work in advertising.”
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Tim – are you best mates with Kat Thomas or something because One Green Bean certainly get a lot of air time on Mumbrella?!
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would you be replacing the “c” in cash with a rather more salubrious “g”?
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Hi anonymous,
I’m best mates with everybody…
Although slightly puzzled you make this observation. As far as I can see we briefly featured a One Green Bean account win as an FYI about a month ago: https://mumbrella.com.au/one-green-bean-win-pacific-brands-volley-32834
And the story previous to that was in June: https://mumbrella.com.au/extraordinary-taxi-ride-delivers-passengers-to-broome-and-bookings-uplift-for-wa-28210
Two in the previous four months doesn’t seem particularly excessive to me. If you’re a jealous competitor wishing for similar exposure, the secret to getting covered it pretty easy: a) Do something interesting; b) Let me know.
Cheers,
Tim – Mumbrella
Tim I think you should employ me to monitor and retort on all comments on this site. I think you’re enough of a big shot to take a break.
Whats my salary expectation?
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OGB have 3 ideas that just get executed in slightly different ways….
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comment 13: agree – i didn’t read the article correctly. it did state one of the first.
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I’ve shopped at the local Four Square for years and not once have I seen Shaggy shopping there. What’s the big deal.
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I like the idea, and have duly followed all of Mr Lover (Lover)’s social channels.
BUT WHEN THE HELL IS SYDNEY GETTING ITS OWN BADGE? I’d rather that than the party tix to be honest.
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I think Coke did a four square campaign as well – the coke fairy? As far as treasure hunts go they have been done, a lot. They may create some buzz but still i think its time to move on.
I do think that Shaggy is kind of a funny object to centre the hunt around though.Guess they had the money to spend or he doesn’t cost much these days..
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Would have been great if they could have incorporated this with the launch of Facebook Places in Australia instead of Foursquare. Not sure how many people actually use Foursquare especially from 42 Below’s target market.
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In regards to comment 25…thats exactly what I was thinking. Why not use FB places. I didnt even know what Foursquare was until I went investigating. And I am the target market.
But …the owners of 42 Below also have ‘their finger in the pie’ for many other businesses…many retail. Below is quoted from another article. Pretty interesting.
“Foursquare Is A New Layer For Google – We have discussed in the past that location is changing search engine optimization. Regardless of industry it is likely that your customers and prospects are using search engines like Google to find important business information. As search engines evolve location information is an important new layer of information that will provide users with a more contextual experience. Businesses that succeed in the next generation of organic search engine marketing will have a content strategy that works with elements of location as well as social connections as a method of increasing search engine relevancy.”
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I’m also in their target market and I’ve been using Foursquare for some time now but only a couple of my friends have joined the application. However, since the launch of Places alot of my friends have been using the places application. People are adopting it alot faster as it is in a program they are already familiar with. It will be interesting to see how many people participate in this campaign due to the limited amount of people using Foursquare.
Hopefully Places will go on to be able to offer coupons and points similarly to how Foursquare works. I think this would change the dynamics entirely and also may lead to the death of Foursquare.
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WHY THE F$%K IS A REPUTABLE VODKA BRAND GOING WITH SHAGGY.
THAT IS POOR 1GB
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Exactly Travolta747! How dare they destroy their cred by bringing out Shaggy!
(Anyone know where I can score some tickets?)
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