Be A Good Person

I feel like I've heard of this viral campaign from BK before (for another brand) but can't remember which one. Essentially, BK is sending random people to the streets in crowded places. They stratigically drop their wallet and when someone picks it up to give back to them they reply,

"Don't worry, it's on the King"

The wallets have a message (posted above) and could have anywhere from $1-1000 in them - straight up cash. 

I like this idea but wonder how heavily BK will be pursuing it in the mass media (and how many wallets they are thinking about actually dropping). I also wonder if they've targeted popular people (celebs, etc) to talk about the experience and film them for web use (like any reality TV "surprise your on camera" show). 

Found via Organic's blog.