In partnership with McMillion$, HBO’s documentary series detailing the multi-million dollar fraud perpetrated against the popular McDonald’s Monopoly game, the Daily Beast executed a multi-platform media and creative program. Our tentpole piece was the “Timeline of Crime.” Each week after an episode aired, the timeline updated with the newest facts of the case revealed in the documentary, giving readers an easy reference point to catch up on the series. Acting as creative producer and copywriter, I worked with a designer to create this Beast-first responsive timeline. This experience was created mobile-first to ensure an optimized experience for our primarily mobile audience.

We created a quiz, asking readers to test their own scam-spotting skills. I produced a VIP screening, bringing together documentary fans, the directors, and featured subjects from the doc (plus free food and drink, obvi).

Additionally, McMillion$ media surrounded our original reporting on the crime. Previously available only to paid members, this coverage was unlocked in partnership with HBO – a first to market execution. Media on this article broke benchmarks across the board, driving positive lift in tune-in intent and generating hundreds of thousands of organic views.