MK College Guerilla Marketing

Busy at work I didn't have much time to read behind it, but I wondered why I kept seeing this one particular person around Milton Keynes. I went to get my lunch in Xscape and he would be there, shopping in The Centre MK and he would be there.

Friends on Facebook started to post about this mysterious person and within a week or so he went viral!

 

He was handing out cards with a date on and a link to a microsite. When you logged on it was a countdown timer.

The people of MK were so captivated by this Guerilla marketing tactic, that news quickly spread. 

All was revealed that the countdown was for MK College and this character was REKO TAO ZION, also known as the time Traveller.  The Time Traveller’s mission was put together by a team lead by the College’s Head of Marketing & Communications, Kate Raclawski.  “The Time Traveller is part of our wider campaign to reach people aged 16-19 and to encourage them to really think about their future,” she says.

MK Citizen reported the microsite had received 200,000 hits three days before his true identity was revealed. 

At a low budget, I'm surprised more companies are not turning to unexpected and unconventional marketing strategies like this one. We will see if any other local businesses take an unusual approach like this one...