Mobile mischief from 42 Below Background: 42 Below wanted to create an interactive mobile marketing campaign that would support its quest to become the most talked about vodka brand anywhere in the world including the hard to crack markets of London and New York. Objectives: Support the outdoor campaign running in the party hotspots of major global cities Use the mobile channel to spread the 42 Below far and wide among the target audience Solution: In the world’s first ever viral mobile video campaign, mischief makers were able to spread stories of their 42 Below related misdemeanors far and wide; downloading and forwarding animated stories, videos, ringtones and screensavers to any mobile phone, anywhere in the world at any time. The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, www.42belowstories.com, to any phone; their own, or a fellow mischief makers. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as forwarding content to another person’s phone.