profile

Where's George? A Lesson in Viral Marketing

I've always laughed at those folks who pay top dollar to wear an advertisement for their favorite shoe manufacturer or other corporate entity, as if an expensive sweatshirt emblazoned with 'Nike' or some such conferred a higher level of skill or status upon the wearer, but going one better, I've just found a Web site that has made a 'game' out of advertising themselves, and there are lessons to learn from it:

There I was, minding my own business, finishing up a transaction for the purchase of several sundry items at my local discount retailer, and in the process of counting out a thick handful of 'greenbacks' of varying denominations, when my sharp eyes observed a curious anomaly: One of my crisp, new dollar bills had been stamped repeatedly with a Website's URL, and it also bore a number of 'highlighting' pen marks, both front and back.

I looked at the stamped URL, www.wheresgeorge.com, and the highlighting marks around both the bill's serial number, as well as the series date, and then quickly realized that I had stumbled upon a treasure worth far more than the currency's face value. Obviously, this was a bill that had been 'flagged' for easy tracking. Stuffing the dollar back into my wallet, I deprived "Best Buy" of this treasure, and brought it back home for a closer look:

The Buck Stops Here
"Interesting" I thought to myself while I repeatedly flipped the dollar over, examining the indelible markings on the bill's obverse and reverse. "I bet if I stamped 'pornworks.com' on a bunch of bucks and then passed them around, I'd get a knock on my door from the Secret Service:" Contemplating the legalities of such a bold marketing ploy, I brought up my browser window, and typed in the URL. This is definitely an effective way of garnering hits; but what about the dreaded 'knock on the door?'

After the site finished loading, my first stop was the Frequently Asked Questions (FAQ) list; I was actually more curious about how they 'got away' with this (especially since their credits list copyright back to 1998), than I was with my dollar's recent travels, and indeed, I wasn't the only one who wondered. According to the site's FAQ: "Where's George? does not encourage the defacement of U.S. Currency. The law defines "illegal" defacement as defacement that renders bills unfit to be re-issued:" Hmmm:

Being the curious type, I had to refer to the Bureau of Engraving and Printing for a better explanation of the underlying legalities, to wit "Defacement of currency is a violation of Title 18, Section 333 of the United States Code. Under this provision, currency defacement is generally defined as follows: Whoever mutilates, cuts, disfigures, perforates, unites or cements together, or does any other thing to any bank bill, draft, note, or other evidence of debt issued by any national banking association, Federal Reserve Bank, or Federal Reserve System, with intent to render such item(s) unfit to be reissued, shall be fined not more than $100 or imprisoned not more than six months, or both. Defacement of currency in such a way that it is made unfit for circulation comes under the jurisdiction of the United States Secret Service."

While I counted 7 distinct markings on this bill, it was not rendered (in my opinion) "unfit to be reissued" although (also in my opinion), 3 marks would have been less 'objectionable' and far 'safer' legally - especially when one considers the fact that after entering the bill's serial number and series at Where's George?, I was able to identify the original 'issuer' of this advertisement, who lists his address as Hampton Beach, NH, which is only a few short miles away from my home in Rye Beach. ...these bills are marked up and passed around by a community of "Where's George?" fans, totaling 1,393,679 users...

Join the Club
And this is where my attention was really focused; these bills are marked up and passed around by a community of "Where's George?" fans, totaling 1,393,679 users, according to the Web site. These users can register for free, provide personal profiles and add anecdotal notes about the bills they have found, and then passed along. Merchandise up-sells and banner advertising cover the site's expenses, and what the site lacks in design, it makes up for in functionality; displaying a variety of currency movement statistics. Really a quite interesting concept, and great fodder for thought about the diverse methods of community-based viral marketing methodologies that can be employed to attract and retain visitors.

Regardless of the effectiveness of this site's viewer / revenue conversions, they have (intentionally or not) found a brilliant way to make a 'game' out of advertising themselves. With over 21,742,075 individual bills carrying their URL, they have found a neat way to make people 'eager' to spread their URL, and that is the key to effective viral marketing. Check out the site, it's a unique concept that you might learn a few things from: ~ Stephen

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

WIA Profile: Lainie Speiser

With her fiery red hair and a laugh that practically hugs you, Lainie Speiser is impossible to miss. Having repped some of adult’s biggest stars during her 30-plus years in the business, the veteran publicist is also a treasure trove of tales dating back to the days when print was king and social media not even a glimmer in the industry’s eye.

Women in Adult ·
opinion

Fighting Back Against AI-Fueled Fake Takedown Notices

The digital landscape is increasingly being shaped by artificial intelligence, and while AI offers immense potential, it’s also being weaponized. One disturbing trend that directly impacts adult businesses is AI-powered “DMCA takedown services” generating a flood of fraudulent Digital Millennium Copyright Act (DMCA) notices.

Corey D. Silverstein ·
opinion

Building Seamless Checkout Flows for High-Risk Merchants

For high-risk merchants such as adult businesses, crypto payments are no longer just a backup plan — they’re fast becoming a first choice. More and more businesses are embracing Bitcoin and other digital currencies for consumer transactions.

Jonathan Corona ·
opinion

What the New SCOTUS Ruling Means for AV Laws and Free Speech

On June 27, 2025, the United States Supreme Court handed down its landmark decision in Free Speech Coalition v. Paxton, upholding Texas’ age verification law in the face of a constitutional challenge and setting a new precedent that bolsters similar laws around the country.

Lawrence G. Walters ·
opinion

What You Need to Know Before Relocating Your Adult Business Abroad

Over the last several months, a noticeable trend has emerged: several of our U.S.-based merchants have decided to “pick up shop” and relocate to European countries. On the surface, this sounds idyllic. I imagine some of my favorite clients sipping coffee or wine at sidewalk cafés, embracing a slower pace of life.

Cathy Beardsley ·
profile

WIA Profile: Salima

When Salima first entered the adult space in her mid-20s, becoming a power player wasn’t even on her radar. She was simply looking to learn. Over the years, however, her instinct for strategy, trust in her teams and commitment to creator-first innovation led her from the trade show floor to the executive suite.

Women in Adult ·
opinion

How the Interstate Obscenity Definition Act Could Impact Adult Businesses

Congress is considering a bill that would change the well-settled definition of obscenity and create extensive new risks for the adult industry. The Interstate Obscenity Definition Act, introduced by Sen. Mike Lee, makes a mockery of the First Amendment and should be roundly rejected.

Lawrence G. Walters ·
opinion

What US Sites Need to Know About UK's Online Safety Act

In a high-risk space like the adult industry, overlooking or ignoring ever-changing rules and regulations can cost you dearly. In the United Kingdom, significant change has now arrived in the form of the Online Safety Act — and failure to comply with its requirements could cost merchants millions of dollars in fines.

Cathy Beardsley ·
opinion

Understanding the MATCH List and How to Avoid Getting Blacklisted

Business is booming, sales are steady and your customer base is growing. Everything seems to be running smoothly — until suddenly, Stripe pulls the plug. With one cold, automated email, your payment processing is shut down. No warning, no explanation.

Jonathan Corona ·
profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
Show More