Social media accounts across several U.S. cities are hiding wads of cash in public spaces and posting video clues to encourage followers to find the money. These "cash drop" videos typically show anonymous hands placing currency in everyday items like food bags or trash bins before disclosing the location to thousands of online viewers.
While some accounts remain anonymous, others are operated by established marketing companies. PassPass, a firm managed by Kristopher and Edgel Groves, uses these drops to drive traffic to a mobile application that features games and travel deals. According to Kristopher Groves, the company transitioned to this model about two years ago as a way to acquire users without a large traditional marketing budget.
A review of more than 50 accounts across approximately two dozen cities found a combined following of over 7 million people. Revenue for these operations is generated through platform-based ad revenue from millions of views, direct sponsorships from local businesses, and first-party data collection. For example, a recent drop in Brooklyn was conducted as a promotion for a local restaurant franchise, while others have been tied to law firms and youth sports clubs.
Participants will notice a shift in how local businesses and "influencer" brands interact with the public, moving from standard digital advertisements to physical scavenger hunts. While basic participation is free, some platforms like the PassPass app offer paid subscriptions for "bonus entries" and location hints, creating a multi-tiered system for those seeking the rewards. This model also grants companies access to "first-party data," meaning users may trade their names and email addresses for the chance to win, which the companies then use for further marketing.
The long-term impact involves a change in digital marketing strategies, where creators use "faceless" or anonymous accounts to build intrigue and bypass traditional advertising fatigue. Jessica Rauchberg, a media lecturer at the University of Leeds, notes this is a response to economic factors like inflation and uncertainty. As these accounts grow, they face ongoing scrutiny regarding the authenticity of the wins, though many continue to operate daily. Future developments depend on the continued growth of the app-based subscription models and the maintenance of local business sponsorships.