• June 13, 2011

Edge Shave Gel, a division of St. Louis-based Energizer Holdings, is going social with a program focused on people who are on the "Edge of Greatness" in arts.

The effort actually launched last week with wallscape in New York by a student of the city's Pratt Institute's School of Art and Design. The piece, by Anthony Morton, is on a building on Prince and Mulberry streets in SoHo. He was discovered via online and social media channels, and Edge donated the wall space to him as a blank canvas.  The mural will remain on the wall through June.

    The campaign directs people to tweet at @EdgeShaveZone why they think they also deserve "Edge of Greatness" props using hashtag #EdgeofGreatness. The program includes a Foursquare flash special on Tuesday that was very successful and had the "Edge of Greatness" trending on Foursquare.