To combat the category complexities and drive participation, we agreed the right strategy for the Super Bowl was to prioritize action over lip service. To stay true to Coinbase’s egalitarian values, we produced the antithesis to every other hyper-produced Super Bowl ad: a :60 lo-fi video featuring a large, bouncing QR code that drove to a simple landing page where customers could enter a Coinbase Super Bowl sweepstakes. This simple sweepstakes execution provided two massive incentives for customers and two equally as massive opportunities for Coinbase:

+ Attract hundreds of thousands new Coinbase users by giving them $15 in Bitcoin for free

+ Encourage existing users to return to their app for the chance to win $1M in Bitcoin

Love it or hate it, it worked. In just sixty seconds, we created a culture-bending moment that people are still talking about today.

Cryptocurrency saw strong awareness growth in 2021, but nearly two-thirds of all Americans still didn’t understand cryptocurrency and didn’t think crypto was for “people like them.” However, 45% of the growth audience said they’d be more likely to consider crypto if someone guided them through the process. Simplifying this insight further: the best way to learn is to do.

And thus, “Less Talk, More Bitcoin'' was born. Our idea centered on creating a mass participation moment to bring newcomers into the cryptoeconomy in the simplest way—by showing them that getting involved is as easy as downloading an app.

The Super Bowl is America’s biggest stage for advertising with 112 million viewers tuning in. Not only that, our research showed that the Super Bowl reached 70% of our bullseye Crypto Beginner audience, making it the perfect platform to introduce Coinbase and ignite mass participation.