April is Financial Literacy Month (and let’s be real—April 1st is April Fool’s Day), so MoneyLion flipped the script on both by planting fake money all over New York City—but with a twist. Each bill was embedded with a QR code that led to one of two surprises: a quick “Money Hack” to help people make smarter financial decisions or a cash prize. The goal? Teach people how to get the most out of their money—by using ours.
With four weeks before launch, I led the production of the landing page, printed over 100,000 fake bills, designed the game mechanics, and strategically mapped out where to place the fake bills across NYC for maximum impact. I also assembled a team of experiential marketing pros to distribute the money in contextually relevant locations—grocery stores, retail hubs, college campuses, and financial districts. Each bill type—Dining, Grocery, Retail, Student, and Finance Hacks—was carefully placed to match the setting.
Tracking was built into every bill, allowing us to analyze which Money Hacks performed best and optimize placements in higher-traffic areas. I also worked closely with local influencers, ensuring they had everything they needed to spread the word across social channels. Meanwhile, I co-produced social content to complement the 70+ Money Hacks available in-app and online.
