Ad of the Day: Coinbase breaks internet with QR code Super Bowl stunt
Coinbase invited Super Bowl viewers to hit the crypto jackpot with a direct response ad depicting nothing more than a QR code bouncing around the screen for 60 seconds.
Riffing on the bouncing DVD meme and set to the song Money, a click on the roving QR code transports curious would-be crypto traders directly to the Coinbase Drops website (at least those who made it through before it inevitably crashed.)
Coinbase reportedly spent $14M on this QR code commercial. Brilliant. pic.twitter.com/E1MSGpzxWk— The Metaverse (@themetav3rse) February 14, 2022
This marketing approach is intended to induct everyone from complete beginners to established traders in the crypto-economy to embrace Coinbase as their platform of choice, with $15 of free Bitcoin up for grabs for all new US members who sign up within 48 hours. Existing members are not left high and dry either, with a parallel sweepstake offering three prize pots of $1m.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
The company is shelling out $100m this year to win over new business, with millions of Super Bowl viewers invited to unshackle themselves from the constraints of government-regulated currencies.
Coinbase chief marketing officer Kate Rouch said: “We believe the best way to learn about crypto is to actually try it. That’s why we’re launching our biggest giveaway ever, whereby all new customers will start their crypto journey with some Bitcoin in their account to get started. In other words: less talk, more Bitcoin.”
Coinbase says it got more than 20 million hits on its landing page in one minute during last night's Super Bowl spot, crashing the site very briefly.— Tim Nudd (@nudd) February 14, 2022
Coinbase partnered with Accenture Interactive following its pivot to e-commerce for its retro-style promo.