Coca-Cola 'Rivalry Wallet' Looks for Virtuous Individuals

By: Katherine Vong - Published: Dec 9, 2011 • References: coca-cola_ & psfk
Launched in Portugal, the Coca-Cola 'Rivalry Wallet' campaign sets out to discover just how honest people actually are -- and the results will surprise you.

Coca-Cola placed a "lost" wallet inside the Benfica ticket office in Portugal days before a big football match to see how many people would return it to the ticket counter. Inside the wallet, which was left open for people to see the contents easily, was a ticket for the match belonging to a supporter of the rival team. The video here shows the many people who stopped to pick up the wallet and study its contents. How many people do you think actually returned it? A surprising 95 percent!

To reward these honest individuals, Coca-Cola had people surround them with applause, and then rewarded them with bottles of Coke in addition to a game ticket. I wonder what Coca-Cola did for the people who weren't so honest? Stats for Honesty-Awarding Campaigns Trending: Older & Chilly
Research: 755 clicks in 232 w
Interest: > 3 minutes
Concept: Coca-Cola 'Rivalry Wallet'
Related: 68 examples / 52 photos
Segment: Neutral, 18-55+
Comparison Set: 25 similar articles, including: fan-branded bottles, 69 coca-cola creations, and soda-branded holiday anthems.