Putting a new spin on the use of marketing dollars, $1 bills have become a billboard of sorts, used by USA Network as an advertising vehicle to promote an upcoming miniseries.
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| $1 bills carry a message for USA Network’s Traffic miniseries |
Stickers promoting Traffic: The Miniseries, have been affixed on the face of 50,000 $1 bills and delivered to bars, restaurants and nightclubs in New York and Los Angeles. The bills are circulated by bartenders, who distribute them as change.
The stickers have a simple design stating the title and show times for Traffic.
The promotion began the first week in January and runs through the debut of the miniseries on Jan. 26. The three-part show is based on the movie of the same name that takes a look at the highly lucrative world of drug trafficking.
“The themes of the miniseries include the illegal trafficking of drugs, weapons and humans, all for financial gain,” Michael Dare, director of promotion at USA Network, said in a statement. “Therefore there is a natural connection with advertising on actual money. The medium fits the message.”
GoGORILLA, the New York-based company handling the campaign, did some research to ensure that no laws governing currency were violated. It came up with stickers with an adhesive that did not lift any ink off or alter the bills in any way, Jason Riley, a business development director for GoGORILLA, said.
“There is no permanent and lasting damage to the bill,” Riley said. “There is no law that states you can’t put a sticker on a bill.”
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