Everyone Wins at Super Bowl LVI — WAGMI!

Everyone Wins at Super Bowl LVI — WAGMI!

Coinbase’s first Super Bowl spot invitations everybody to expertise the cryptoeconomy first hand. CMO Kate Rouch shares why she’s excited in regards to the firm’s purpose of introducing a billion folks to the cryptoeconomy and the ability of group.

COINBASE: This yr’s Super Bowl is being dubbed the “Crypto Bowl” given the variety of adverts from crypto firms. What does this imply for the crypto business?

KATE: There have been loads of comparisons to the dot.com period and hypothesis that most of the crypto firms promoting on this yr’s Super Bowl will inevitably fail. We don’t give it some thought that means and judging from the early response we’ve seen, Super Bowl viewers don’t both. The ethos of crypto is about new fashions of possession, creativity and group — constructing one another up, not tearing one another down.

The variety of crypto adverts on the Super Bowl is yet one more sign that crypto is bursting into the mainstream, and on the middle of the cultural zeitgeist. What a proud day for crypto!

COINBASE: There have been stories that the spot was so common that some customers skilled delays. What occurred?

KATE: Our engineering groups load-tested our web site to deal with tens of millions of simultaneous hits. The quantity we skilled was astounding compared to our projections. We noticed over 20M+ hits on our touchdown web page in a single minute — quantity that was historic and unprecedented. We additionally noticed engagement that was 6 instances larger than our earlier benchmarks. Understandably, this quantity led to us quickly throttling our techniques. Hats off to our engineering crew for getting the location again on-line so swiftly, and permitting us to welcome extra folks to the cryptoeconomy.

COINBASE: What do you consider all the manufacturers making their very own model of your advert? Your advert has turn into a meme!

KATE: We preferred all of them. I’m amazed to see the creativity from manufacturers like Avocados From Mexico, FTX, Intuit, Irish Spring and Mr. Peanut who shortly jumped on the prospect to create their very own model of the advert. Crypto has a loyal group who talk in memes, so it was vital to me personally to see that the group had enjoyable with this second.

COINBASE: Why is the Coinbase marketing campaign titled “WAGMI”?

KATE: Coinbase — which is the most important US-based crypto trade — has lengthy targeted on serving to everybody — from whole rookies to superior merchants — entry cryptocurrency with a simple to make use of, protected and safe platform. We are on a journey to create a fairer open monetary system for the world. That journey begins with each individual taking a really first step — making an attempt crypto for themselves.

Our advert helps the tens of millions of Americans who’re inquisitive about crypto get began — fully on us! It shouldn’t be about an outdated winner takes all mannequin, however as a substitute embraces the core ethos that “we’re all going to make it” and might all profit from the cryptoeconomy

COINBASE: How does your marketing campaign work?

KATE: It’s easy. Every single new person (whether or not they have been watching the Super Bowl or not) who joins Coinbase by Feb 15 will get $15 in Bitcoin of their Coinbase account. They can even be a part of present customers for an opportunity to win three $1M grand prizes.

We are dedicated to investing tens of tens of millions of {dollars} on this program to assist folks find out about crypto. We’re not limiting it to a handful of winners, and even to Super Bowl Sunday. People can have two full days to enroll and get $15 in bitcoin.

And that is just the start. We’re planning over $100M of comparable incentives to assist folks entry and take part within the crypto group all through the yr.

COINBASE: What was the inspiration behind the QR Code advert?

KATE: We heard loads of messages from advertisers through the Super Bowl as we speak, and we needed to attempt one thing totally different.

Our core inspiration for the advert was the curiosity and intimidation we all know many individuals have about crypto. We needed to pique their curiosity by doing one thing totally different, one thing that’s by no means been accomplished within the historical past of Super Bowl promoting — a playful, low manufacturing nod to a well-liked Internet meme that invitations motion and dialogue each in the lounge, and on social media. We are a distant first firm. Our CEO and his co-founder met on Reddit. Traditional extremely produced Super Bowl promoting simply didn’t really feel inspiring to us. We needed to point out up in a extra genuine option to our model. We hope folks discovered it in flip stunning, confounding and pleasant.

Most of all, we hope it impressed them to take their first step into crypto.

COINBASE: How does Coinbase take into consideration group?

KATE: At Coinbase we’ve watched our 73+ tens of millions customers empower each other to create a greater life for themselves and their households by shopping for and buying and selling crypto. Coinbase is the trusted bridge to the cryptoeconomy as we speak, and we’re dedicated to turn into the place folks additionally go to truly take part within the latest use instances for crypto. NFTs, DeFi, DAOs and most of the latest areas in crypto are decentralized and group pushed. Coinbase is embracing this decentralization and excited to assist onboard tens of millions of latest folks to those communities.


Everyone Wins at Super Bowl LVI — WAGMI! was initially revealed in The Coinbase Blog on Medium, the place persons are persevering with the dialog by highlighting and responding to this story.

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