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Vodka brand organizes a man hunt on Shaggy

New Zealand vodka brand "42 Below" is helping reggae pop star Shaggy celebrate his 42nd birthday in Australia, with a geo-tagged man hunt.

For two days, Shaggy will be touring in Sydney. He plans to visit a large set of bars, restaurants and typical tourist attractions. Every time he arrives at his new location, he will check in through FourSquare and Places (Facebook). The first fifteen fans who find hem and wish him a “Happy 42 Below” win a ticket to his birthday party. The party is taking place in a small trendy club with a limited set of people there.

The fun thing about this campaign is the interaction between online and offline activation. People actually need to move around to track Shaggy down by using hints and tips on social media.