Who the *explitive deleted* is Ted?

Who is Ted?
People in Denver, Colorado, US have been wondering who the heck is Ted. The city has been taken over by signs about Ted, people roaming the city on Seguays wearing signs that say "I'm not Ted", free lunches with stickers that say "This one's on Ted", and more.

As it turns out United is behind this guerrilla marketing campaign, attempting to create a buzz for it's new low-cost, low-fare carrier TED.

Ted is believed to be the name of the airline-within-an-airline, which will launch from Denver International Airport in February. T-E-D are the last three letters in United, and a source close to the company said Thursday that Ted is the planned name. Officials at Denver's dominant carrier refused to confirm the airline is behind Ted - the subject of stickers, signs and giveaways throughout Denver.
Denverites already are getting to know Ted - the figure who mysteriously bought lunch for everyone at a Chipotle in LoDo on Tuesday and a slice of cheesecake for diners at a Cheesecake Factory last week. And Ted has turned up elsewhere on the Front Range.
According to the Greeley Tribune, Adam Kaiser woke Tuesday and found a huge "Ted" spelled out in sod in the middle of his 240-acre family farm near Lucerne. "It's a very interesting concept," Joshua Marks of the George Washington University Aviation Institute said of the campaign.
"It demonstrates that their approach for the new airline is going to be very different from the way they have conducted their advertising in the past. It's just different."

Great quote from the article: "Is it some illegal cult?" wondered Lindy Eichenbaum Lent, spokeswoman for Hickenlooper. "I assumed it was some college sociological project."

The web site for Ted is here. (flash)

See some of the "ambiant" marketing here.
People are able to submit their sightings of Ted related stuff to the site.

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.