1 week ago
Viral Cash Drops Create New Revenue Streams Through Treasure Hunts
Cash-drop accounts hide money and ask people to solve clues to find it.
The money may be placed in parks, bins, walls or other public locations.
People then post videos of the search and the winners.
These videos can attract millions of views.
Businesses may pay to be connected to the hunts as advertisements.
The account owners can also earn money from social-media platforms.
Some accounts collect names and email addresses from people interested in giveaways.
PassPass adds games, subscriptions and hints through its app.
A media lecturer said the trend may be popular because people are dealing with inflation and economic uncertainty.
Cash-drop accounts are spreading across the United States, posting clues to money hidden in public places.
Drops have appeared in candy bags, envelopes, key locks, takeout boxes, paint cans and sports equipment.
The hunts can promote personal-injury attorneys, restaurants, youth soccer clubs and other sponsors.
Accounts may earn money through sponsorships, social-media views, marketing and first-party data collection.
PassPass uses an app offering games, prizes, paid subscriptions, giveaway entries, travel deals and location hints.
- Who
- Cash-drop account operators, sponsors, treasure hunters and platforms including Facebook and YouTube are involved; University of Leeds lecturer Jessica Rauchberg and PassPass President Kristopher Groves commented on the model.
- What
- Online treasure hunts hide cash in everyday objects or public places and use social-media videos, sponsorships and related services to generate revenue.
- Where
- Across the United States, with drops reportedly placed in parks, bushes, trails, bins, walls and other public areas.
- When
- The articles describe the trend as current and spreading amid a new treasure-hunt fad.
- Why
- The hunts attract viewers and participants while creating promotional opportunities, platform revenue, marketing leads and other income streams.
Key facts
- Trend
- Multiple cash-drop accounts are proliferating across the United States.
- Drop locations
- Reported locations include bushes, park trails, trash bins, walls and busy thoroughfares.
- Sponsors
- Examples include personal-injury attorneys, local restaurants and a youth soccer club.
- Platform revenue
- Large accounts can earn revenue from Facebook, YouTube and other platforms through high view counts.
- Data collection
- Anonymous accounts may obtain marketing and first-party data, including names and email addresses, from giveaway participants.
- PassPass model
- Basic users can play free arcade games for prize chances, while paid subscribers receive bonus giveaway entries, travel deals and cash-drop hints.
Quotes
Jessica Rauchberg
University of Leeds School of Media and Communication lecturer
“It says a lot about where we are right now, where there's growing inflation, a lot of economic uncertainty”
livemint.com
“There are a lot of ways this content can make money through other channels if they're really savvy”
livemint.com
Sources
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