Burger King is dropping 1000 wallets containing gift cards and varying amounts of cash on streets across the UK today (February 10, 2009) to promote its new King Deal value meal. Consumers who find one can take the cards into their nearest BK outlet and spend the cash on a King Deal and enter a prize draw to win £1,000.
The wallet-drop has been conceived and executed by BK’s public relations agency, Cow PR.
The King Deal, which will be a permanent menu item, includes a cheeseburger meal, including fries and a drink, from £1.99 and a double cheeseburger option at £2.99.
Ads using the theme of ‘The Great Burger Robbery’ will run on TV, outdoor and in the press. The ads, created by Crispin Porter + Bogusky, plays on the idea that customers will literally think they have stolen from Burger King because the value of the King Deal is so good.
There will also be targeted advertising on ATM receipts aimed to reach customers taking out cash, a first for Burger King.
The high impact TV ads involve a stunt double jumping through the front window of a BK restaurant into a ‘get away’ car to bring the creative to life.
Burger King also plans to promote the offer on web-streaming service Student TV.