Kidnapped Chicagoan

I've noticed ads about a "Kidnapped Chicagoan" for awhile now, and they kind of freaked me out just a little bit. There I was sitting on a mostly empty train after my night class, looking up at the ads so I don't have to make any awkward eye contact when all I notice the "Kidnapped Chicagoan" ads. The first one I saw says something along the lines of, "He was last seen reading ads on the train." My eyes widen and I look around for any suspicious people. I definitely don't want to disappear on the train! Of course, there's not just one ad, there are many. All of them tell me to visit http://www.kidnappedchicagoan.com/ for more information. Eventually, my curiosity got the best of me and I went to the website. That's when I find out that the whole campaign is really to get people to come to St. Louis. There is a Kidnap Kam, tweets from the "kidnapped" guy, and Foursquare updates. All of these things show the viewer a little more about St. Louis. I thought this was brilliant. The campaign has a clear target audience (Chicagoans using public transportation), and the mystery behind the ads brings people to the site. I was looking at other blogs and they said that site traffic is way up during prime commuting hours. That's pretty cool. It's definitely a fun and interesting way to get people to a website.