Read my latest for @Bloomberg @BW: Pepsi’s “#NumberFever” was the biggest advertising promotion in history. It turned customers into millionaires and gave Pepsi the upper hand in their billion-dollar cola war with Coke. Then it went wrong. VERY WRONG. Thread: 1/6 Here’s how it went down: In 1992, Pepsi printed three-digit numbers under the bottle caps of their top-selling soft drinks. Every week Pepsi announced the winning #NumberFever number. Whoever found the winning cap was a millionaire.
It was a worldwide hit. 2/6

In the spirit of helping #freelancers: I’ll share some process stuff. I get asked a lot about structure and the actual writing bit. 1/7 While I’m reporting, I’ll make index cards for each ‘scene’ or section as they arise. I arrange these in a 3 (or 5!) act structure, if apt. Little circle stickers are ‘action,’ ‘twist,’ or major plot points. 2/7