WaMoola Madne $$ was a PR stunt by WaMu bank where they put new $20 bills in a wind cube and let consumers grab as many bills as they could in 20 seconds to promote the new design. They matched the total amount grabbed in each of 7 cities and donated it to local housing non-profits. Media advisories and calls were made to promote the event which attracted large crowds and achieved greater reach and recognition than goals at a lower cost than the event.

1. “ WaMoola Madne $$ ”

2. Attitudes of California Consumers showed a negative view of banking. 95% of bills requested from ATMs are $20. Rogers & Associates PR firm found no prior launches had been done for the $50 and $100 bills. Research

3. On the new $20 bill release date from the Federal Reserve. WaMu gave 20 consumers in seven major cities a chance to enter a wind cube with new $20 bills and have 20 seconds to grab as many of the swirling bills as they could. The grand total in each city was matched by WaMu and donated to a local non-profit housing organization. Strategy

5. Media advisories were sent to key media and submitted to wire services before the event. Follow-up calls were made to key media, stressing that the event would be one of the only opportunities to see the new bill. AP photographers were also contacted. Radio partners acted as event emcees in each city, generating larger crowds. Communications

6. Goal: Reach audience of 45 million – Reached 83 million. Total of 3,500 people attended the event. Increase name recognition by 50% - Reached 80% from 0%. Achieve media coverage equivalent to event cost – totaled $618,000 Evaluation