We branded 50,000 one-dollar bills and dropped them at the 50 hottest bars and night clubs in NY and LA. We wanted to reach a younger, influencer group in a communal environment to activate the discussion about this provocative medium. This new medium allowed the message to be passed from hand to hand to hand with impression estimates of up to 2.5 million people prior to the show’s premiere.

Our branded money idea garnered unprecedented buzz via national and international PR. The story was widely covered by TV, print and radio, achieving over 50 million PR impressions alone (e.g. CNN, NPR, The Wall Street Journal, The New York Times, etc.). Traffic broke all ratings records for USA Network.