• by Karl Greenberg , June 14, 2011

Edge Shave Gel, a division of St. Louis-based Energizer Holdings, is running a social media program focused on people on the "Edge of Greatness" in arts, culture, sports, adventure, or just about anything. The effort launched last week with a wallscape mural in New York's Soho area by a student, Anthony Morton, at the city's Pratt Institute's School of Art and Design.

Morton got discovered via online and social media channels, and Edge donated the wall space to him as a blank canvas. The mural remains there through June. The campaign it represents directs people to tweet at @EdgeShaveZone using the hashtag #EdgeofGreatness on why they think they deserve "Edge of Greatness" props.

Jeffrey Wolf, senior brand manager for Edge shave gel at Energizer Personal Care, says there's no cap on the number of submissions, which are judged by "Edge of Greatness Advisors" at PR firm Edelman, which helped develop the campaign. "It could be writers, artists, someone who wants to drive a boat around the world." He says entries can be pretty much anything. "The wackier the better; it motivates others."

Wolf says those who are chosen receive a prize relevant to their pursuit -- a new camera for a photographer or rock-climbing lessons for an aspiring climber. Edge also has a dedicated Tumblr page at edgeshave.tumblr.com. The campaign is aligned with the brand's overall advertising effort carrying "Get Your Edge" mantra. "We are trying to tie in and resonate with our consumer target in a more emotional space that ladders up to the overarching message," he says.

The social media push follows on the heels of a program Edge did with Sperling's BestPlaces called "Cities on the Edge" that chose which cities lead in things like sports, art, music, culture and cosmopolitan factors, like LEED certifications and population growth. San Francisco was first in the study, followed by Boston and Denver. "When we created the campaign the idea was to 'go beyond the mirror' to the idea of surprise and delight," says Wolf.

Wolf says the program reflects a greater focus on social media for the brand. "A lot of our dollars are still supporting traditional media, whether TV or consumer promotions. But we are seeing greater emphasis on social media because that's where we can win when it comes to reaching the everyday guy; it's definitely an area of focus for us. It won't be the lion's share of our marketing spend, but we will put more of a focus on social media. It resonates with our consumer."