Experiential marketing, also called non-traditional advertising, is the result of a creative phase that will not fade anytime soon.

The non-traditional media is perfect to start a buzz for a campaign and should preferably be supported by traditional media. A well-orchestrated experiential action can give good mileage to a brand and often at a low cost!

In the coming weeks, you will read about some recent non-traditional actions from a very creative player in the market: Burger King. Its non-traditional, well-designed strategy, supported by a traditional on-target offensive, created a buzz around the brand. These efforts, sometimes quite local, were able to get significant results from various media.

Lost & found wallets – November 2008

Burger King scattered nearly 5,000 wallets in public places with heavy traffic in Orlando and Chicago, but wasn’t trying to test the honesty of the citizens.

It was a non-traditional marketing tactic. Each wallet held a “King’s” driver license, a prepaid card for $5 to $20 valid in Burger King restaurants, a map with each restaurant’s location, and a one dollar to $100 bill.

When you opened the wallet, you could read the following text: « Attention would-be good Samaritan! Don’t worry about lost and found, the King wants you to keep this wallet and everything in it. »

Several journalists and bloggers who provided the PR relay catalyzed the campaign. Given the actual economic climate, it was an unexpected strategy at the right time! This is a good example of a low-budget campaign that received high media coverage ensuring its success.