Bitcoin futures trading is now available at TD Ameritrade. To promote this new offering, and live up to TD Ameritrade’s innovative history, we wanted to speak to cryptocurrency enthusiasts in a way that let them know we inherently understand the platform, and we’re big fans of it, too. It seemed underwhelming to promote Bitcoin futures trading through display banners or social posts—we wanted to be louder, more attention-getting. And we wanted to be in a place where our audience would see us. So instead of just talking about the blockchain and cryptocurrency, we let the blockchain do the talking for us. And although our ad may look a little primitive, we harnessed the highly innovative technology of the blockchain to put it together, and did so in an innovative way.

At its most basic level, the blockchain is a ledger that logs transactions. So how did we turn those transactions into an ad? With a function of the blockchain called OP_Return, which works like the memo space on a check, simple messages and characters can be placed within transactions in the blockchain. By linking 68 individual transactions, with 80 characters per transaction, we were able to create an image of a flag being planted. Within the context of the blockchain, part of the idea itself was a challenge to discover the ad - which is part of the charm for those who explore the blockchain. However, for the majority, the experience was accessed via a dedicated site which housed all of the individual transactions in one macro view. We launched our content on our newfound media platform using social and PR to fuel interest and buzz around the initiative.

Rather than rely on traditional channels, we innovated our way into an emerging tech platform, transforming it into a media platform that would drive social currency. We hacked the blockchain placing our ad inside of it. As a result, we saw a 229% increase in social mentions and 51.6 million media impressions, in the first week alone. And, all that at a total ad cost of $23.15. In the end we became a part of the blockchain conversation by being a part of it, literally. Having been the first to hack the blockchain, we eagerly await what else can be done with this technology.

The first ad in the blockchain. This achievement belongs only to one brand, and that brand is TD Ameritrade. We took an existing piece of innovative technology—the blockchain—and innovated on top of it, turning it into a media platform while embedding its first branded message. Using cleverness and creativity, we found a way to promote our newest offering, Bitcoin futures trading, in a unique way that’s highly relevant to our audience. In the process, we planted our flag on the unhackable, unchangeable digital ledger, in an innovative way that will be remembered—and be there—forever.

The target audience was advanced traders who would be interested in trading our newly offered Bitcoin futures. We wanted not only to let traders know about our new offering, but to showcase our innovative nature and innate understanding of the blockchain, too. We made our own media channel in a place where our audience already was, so they didn’t have to go anywhere to get the message. Somewhat limited by the blockchain’s functionality, we weren’t able to make a perfectly polished, highly produced ad, but instead had to be smart and scrappy with our placement. This allowed us to have a little fun, though—and we were able to show off TD Ameritrade’s approachable, clever side along with our forward-thinking mindset.

By nature, the blockchain has limited capabilities, but we found that one of its functions (OP_Return) allows pieces of data just 80 bytes in length to be embedded. Those 80 bytes roughly translate to 80 plaintext characters (when you stick to only the simplest letters, numbers and punctuations). We had to be clever about how to construct our message, and did so by linking together 68 transactions and creating a piece of ASCII art. And, with a total ad spend of $23.15 USD (just 0.002856 BTC), we managed to embed the first ever ad in the blockchain.