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We'd all like to pretend that if we found a wallet, we'd do the right thing and find its original owner. But with the economy the way it is, how many of us wouldn't be tempted to take the cash?
Burger King's latest ad stunt capitalizes on the thrill of finding a wallet. The chain is dropping billfolds over metropolitan areas with a fake license for The King (Florida issued with a Miami address, of course), a gift card, a map of area BKs, and, most important, up to $100 in cash.
But Miami is not part of the promotion, despite the fact that BK is headquartered here, as is its ad agency, Crispin Porter + Bogusky. You could even make the Miami push unique: Simply place the wallets sticking halfway out the back pockets of clueless-looking tourists. They'd be dispersed throughout the city in no time.