GoMONEY - ABC's "Commander in Chief" Promotion - www.gogorillamedia.com

The goal of this effort was to promote the ABC premiere of the new Geena Davis vehicle "Commander in Chief" using GoMONEY : the distribution of branded US currency in targeted retail venues.

Four major markets were targeted for this campaign: New York, Los Angeles, Boston and Washington DC. GoGORILLA Media secured distribution in 81 key neighborhood-centric retail locations, including ice cream shops, coffee shops, and pizza parlors, and arranged for the placement of 101,000 $1 bills. The bills went directly into the registers of these key venues, and were distributed as change for all cash purchases requiring singles.

For this campaign, the GoCASH bills bore a specially designed "Commander in Chief" sticker, placed in the center of each single to transform it into one celebrating President Geena Davis: America's first female Chief Executive (albeit fictional)!

Each venue was issued 1,250 pre-stickered ABC GoMONEY bills for distribution (with the exception of one bonus venue in New York, which received a bonus quantity of $1,000 in singles). Consumers expressed amusement, shock and delight (and in New York and LA, some expertly feigned indifference) at seeing US currency deployed as an advertising platform for the ABC show, ultimately driving buzz and viewership within and beyond the four active DMAs.

Category:

Film & Animation

Tags:

• Go
• Gorilla
• Media
• ABC
• Geena
• Davis
• Commander
• Chief
• Guerilla
• Money
• Los
• Angeles
• New
• York
• Marketing
• Advertising