Who is this Gladiator called Epicus?

Epicus, the Gladiator has been spotted around town riding in a convertible. Epicus, has made several appearances throughout the city, it was seen at the Fort Wayne Allen County Zoo, the Memorial Coliseum and the Allen County Main Library typing at an express Computer.

Is he a viral marketing ploy created by Boyden and Youngblutt?

It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like.[3] Viral marketing is based on this natural human behaviour.

I sure would like to know exactly who is Epicus?