The bold, creative move taken by Coinbase in their 60-second karaoke commercial during the Big Game on Sunday was to ask viewers to participate in singing the familiar tune with them. The company aimed to highlight the mainstream appeal of crypto with their ad. Coinbase introduced “Everybody Coinbase,” a karaoke-style ad designed to bring people together in their living rooms and bars. The ad featured lyrics to “Everybody (Backstreet’s Back)” but were modified to highlight cryptocurrency. Coinbase observed that it showed how the community had expanded.
High-Energy Shared Experience
The company designed the campaign to create a high-energy communal experience across screens nationwide. Coinbase invited football fans to engage together during the Big Game’s first half. The ad aimed to draw viewers into a shared moment of participation.
“We didn’t buy an ad, we bought a vibe,” said Catherine Ferdon, Chief Marketing Officer of Coinbase. “Crypto is literally for everybody, and we’re excited to use this moment to bring people together.” “At Coinbase, we’re making crypto approachable, accessible, and secure for everybody.”
Creative Extensions Go Beyond Game Day
Beyond television, Coinbase’s brought the ad to Times Square and the Sphere’s Exosphere in Las Vegas. Screens at the Chase Center in San Francisco also showcased the campaign. Coinbase’s partnered with creative agency Isle of Any to build the campaign’s momentum.
“Super Bowl is often a time when advertising comes at you,” said Toby Treyer-Evans, Co-Founder of Isle of Any. “We loved the idea of turning every screen in the country into karaoke.”
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News Source: Businesswire.com
