Know-How Exchange : Branding

Hello all,

I have recently remembered a great creative launch that I was told about, but I can't quite place the product/service/company that was being launched.

I know this took place in a major city, I believe in the States. The whole creative approach was that people all over the city would have various bills paid for by a person (which was actually the brand).

For example, say the companies name was CHUCK.
- A person would have just finished a cab ride, and the driver would say 'don't worry this is on CHUCK'
- or A couple would receive their bill paid for at a restaurant compliments of CHUCK

After many people received these acts of generosity, it created a huge buzz all over the city. Radio, TV, and Word of Mouth was rampant with the question of who this person was.

In the end, of course, the brand came forth with great public exposure (with not having spent loads on an ad campaign.)


Now I know what you are thinking... if this was such a great launch why can't I place the brand. The reason is that I didn't live in or near the city where this happened. (Another reason why I think it happened in the US)

If anyone can 'name that brand', I would greatly appreciate it.

Thanks again,

~Russ