When global pop culture icon and literary phenomenon, Where’s Waldo?, turned 21, MKC was charged with re-invigorating the brand—making it appeal to the generation of 20-somethings that grew up searching for Waldo—without the help of new books, products launches or other news.

MKC effectively used the character’s “birthday” as a platform, “mapping out” a comprehensive calendar of events wherein Waldo would “pop up” in all of the cool places Millennials would want to be seen, to the delight of crowds and the media.

Waldo was seen sitting front row at New York City Fashion Week and at the front of the line at the grand opening of the highly anticipated Topshop US flagship store, garnering buzz on top fashion blogs and New York City news outlets. When Waldo was mingling with runners at the start and finish lines at The 39th Annual ING New York City Marathon, he received feature coverage from CBS2 News and Runners’ World magazine. The media got on board to celebrate, with an appearance on The Today Show, the cover of amNew York, the New York Post, USA Today and People magazine.

The PR program, which Brandweek dubbed one of the Guerilla Marketing Campaigns of the Year, successfully added new excitement around Waldo brand with millions of 20-somethings worldwide—as well as with new brand partners. In 2012, MKC did it again, celebrating Waldo’s 25th Anniversary—securing a wide range of long lead media coverage as well as garnering high level brand partners including Warby Parker, the Empire State Building, NASCAR, and Jeopardy!.

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