THE CASH APP BITCOIN MARKET
brand lead
During Bitcoin 2023, we curated a market where anyone could buy products using bitcoin. We leveraged the excitement and momentum surrounding the world’s largest bitcoin conference to engage with the bitcoin-curious.
Cash App demonstrated how easy it is to buy and use bitcoin on its platform. We brought bitcoin from the convention halls to the streets of Miami, offering thousands of attendees the chance to win up to $20 in bitcoin and spend it as they saw fit.
STRATEGY:
The market showcased how bitcoin is already being used as a form of currency worldwide. Similar to historical forms of money found at this market, bitcoin functions as a unit of account, a medium of exchange, and a store of value. This approach helped consumers view bitcoin as a relevant and user-friendly currency, especially when accessed through Cash App. The Cash App Bitcoin Market transformed bitcoin from a theoretical concept into a tangible reality.
RESULTS:
We generated over 17 million media impressions, 6.3 million out-of-home (OOH) impressions, an estimated social reach of over 10.8 million, and a total social engagement of 25,000. More than 86% of first-time-giveaway winners participated. We brought 12+ influencers with a combined total of over 20 million followers to attend and curate user-generated-content (UGC) at the event, resulting in over 309,000 total engagements across social channels.
Additionally, we featured a live performance by Waka Flocka Flame. The market was a hit, with attendees requesting Cash App to bring to cities like San Francisco, Chicago, Los Angeles, Salt Lake City, and more, and some even suggesting turning it into a permanent store.
Our Cash App Bitcoin Market provided a glimpse into the future and showcased the potential of a bitcoin circular economy that benefits both merchants and customers.
