Burger King continues to impress me with their unconventional advertising. First, they created the Burger King Studio to give the brand a bit of a lifestyle angle, and now, they’re dropping The King’s wallets in major metropolitan areas to help out during the credit crunch.
The wallets contain a Burger King Crown Card pre-loaded with $5 to $20, cash ranging from $1 to $100 with stickers of The King’s face in place of the president’s, The King’s ID and business card, a receipt from Burger Bling complete with The King’s latest purchases, a map of nearby Burger King locations, and a sticker that says “Attention Would-Be Good Samaritan! Don’t worry about lost & found. The King wants you to keep this wallet and everything in it.”
To dispense these wallets, The King’s people walk around town and ‘drop’ the wallets in highly trafficked areas. If the person that finds the wallet tries to quickly return it to them, they simply smile and kindly reply, “Don’t worry; It’s on The King.”
Unfortunately for Burger King, it looks like McDonald’s beat them to the punch, so they can’t claim the ‘lost wallet’ idea as their own, but as is often the case with great ideas, this one bears repeating, and BK did such an excellent job with the look and feel of this campaign that I’m impressed with just the execution alone. Plus, as demonstrated by the amount of blog coverage that the campaign has received, it’s also well timed, and is ringing true during a period where everyone’s purse strings are pulled a little tighter.
- Unexpected and clever campaign ensures word of mouth buzz, as well as additional media coverage.
- Everything in the wallet leads the consumer into a local Burger King restaurant for an in-store experience.
- Extends and personifies the idea of ‘The King’.
- Limited and expensive coverage due to material costs.
- Works better in major cities than it does in small towns.
- Clever and creative ‘on the street’ advertising impresses consumers and cuts through their ad filter to speak directly to their fundamental needs. (In this case, cheap food and more money!)