The use of a tactical, guerilla approach allowed the campaign to come alive and infiltrate student’s day-to-day lives on campus. The initial phase engaged the consumer to such an extent that they were curious to find out what MAD was about and as a result, more receptive to the reveal. In addition, the “mysterious stranger” became the messenger and delivered the message in an interactive and personal manner.

Although the channel had been in operation and marketed for a year, usage of these channels was low. The introduction of the MAD campaign, to a specific segment of the total user base, created enough awareness to move total usage up by close on 20% in just two months.