Beast Games Giveaway

MoneyLion needed more than just incremental growth—it needed a game-changer. Facing the challenge of expanding brand recognition beyond its Southeastern U.S. stronghold, the company went all-in on a high-stakes partnership with MrBeast and his Beast Games reality competition series. The goal? Elevate MoneyLion to a national powerhouse and drive over 2 million account sign-ups over the campaign’s 349-day run.

Kicking off on September 3rd, 2024, with a hard deadline of December 19, there was no room for error. Beast Games was launching—with or without us. That meant a full-scale transformation of all owned and operated channels, the buildout of a sweepstakes web and app experience, airtight rules alignment, TVC production, and two Beast Games-adjacent content series—all on an unmovable timeline.

As Program Director, I led the charge, orchestrating nine intracompany initiatives across multiple business units—spanning original content creation, brand marketing, web and app development, and customer experience. I also engineered the tracking infrastructure for QR codes and click-through links, ensuring real-time performance monitoring across every campaign touchpoint.

The campaign achieved remarkable success within just two months:

• 3.2M+ new MoneyLion accounts—160% of our target, with a 30.8% conversion rate.
• 4M+ giveaway entries, driving sustained consumer engagement.
• $1.16 ARPU (Average Revenue Per User), exceeding fintech industry benchmarks.
• $3.7M+ in attributed revenue
• 135% increase in daily active users (DAU), marking a massive boost in user retention.
• 18.6M+ organic views and 8.15M+ paid impressions
• 1B+ campaign impressions across all channels
• #1 Finance App in just 24 hours (previously #33).
• #5 Overall App Store ranking, skyrocketing from #369.

The impact was undeniable. The campaign propelled MoneyLion to the top of the App Store charts overnight and unlocked an entirely new user base—one driven by games, third-party offers, and rewards, expanding beyond the company’s core product offerings.

And the revenue? The campaign recouped 40% of its initial investment within just two months—a testament to its unprecedented success.

Client:  MoneyLion

Year: 2024

Role: Program Director

Agency: Malka Media