Excavations compete for Super Bowl Spotlight
Excavations compete for Super Bowl Spotlight
- Bitbuy gave about a quarter of his marketing budget for 2022 for his Super Bowl advertising with Miami Heat Point Guard Kyle Lowry from
- ftx gives away Bitcoin as part of his advertising campaign
The crypto companies FTX, Bitbuy, Coinbase and Crypto.com will switch Super Bowl ads on Sunday, which is the first time that companies in the industry are advertising during the game.
Although some advertisers paid up to $ 7 million for a 30-second spot, as NBC unveiled last week, FTX and Bitbuy managers said that the costs for their companies are worthwhile.
"In the USA there is no other event every year, at which consumers are actively looking forward to being advertised," FTX marketing manager Nathaniel Whittemore told Blockworks.
"The reputation and selection of your favorite super bowl advertising is part of the tradition of the big game, and this is a pretty unique opportunity to take part."
According to the NBC, more than 30 advertisers did not switch any advertisement at this year's Super Bowl - around 40 % of the entire group. Most new advertisers fall into the categories automobile, technology and travel.
ftx announced on Monday that Bitcoin would give away as part of a competition that was in connection with the advertisement. Although an FTX spokesman rejected to share details about the commercial, Starpower can be expected.
The crypto born has switched on with the seven times Super-Bowl-Champion Tom Brady and his wife Gisele Bündchen.
The company also won other top athletes such as Stephen Curry and Shohei Ohtani as brand ambassadors last year.
"This game is something like the keystone of a year in which consumer awareness of the crypto industry has increased massively," explained Whittemore. "Whether people who invest in their first cryptos or explore NFTs, more Americans than ever have been part of the ecosystem of digital assets, so we thought it was a great time to bring crypto into the big game."
The expensive Super Bowl ad purchase will not prevent FTX from carrying out further marketing campaigns in 2022, Whittemore added.
ericchen, CEO and co -founder of injective labs, argued that the Super Bowl will be the first time that the entire crypto industry is in the spotlight.
"While the broad crypto market calms down after major movements in 2021, FTX tries to increase the acceptance of the platform by advertising," said Chen. "We cannot predict the exact compromise of this investment, but we know with certainty that this is very helpful for your PR reporting and global brand awareness."
The Canadian crypto exchange wants to reach a new audience
According to Binu Koshy, Bitbuy's marketing and communication director, the Bitbuy crypto platform based in Canada recently changed its marketing strategy to address more members of Generation X and the BabyBoomer.
It is Super-Bowl-Werbung , in which Kyle Lowry, point guard from Miami Heat, can be seen in Canada. Lowry is known in the country to play with the Toronto Raptors for nine years and to win an NBA title with the team in 2019.
Until about six months ago Bitbuy mainly advertised through digital channels, where the majority of its users consume media.
"We have reached the point where the expansion of our customer base means attracting new consumer segments," said Koshy. "It is not sustainable to speak again and again to the same Early Adopters who have already jumped in crypto."
Bitbuy applied for a registered crypto exchange, a prerequisite for being able to operate the Super Bowl commercial. It received the award on November 30 and signed Lowry two days later.
Although the advertisement was less expensive than the price of $ 7 million in the United States, Koshy said, about 25 % of the company's marketing budget for 2022 went to the signing of Lowry as well as the production and purchase of the advertisement.
"This is a big percentage, but we believe that there is no other media event in the calendar where you can reach so many people at the same time," explained Koshy.
"Studies show that there is a direct correlation between sports enthusiasts and crypto investors, and we use the Super Bowl as a starting ramp for our Kyle Lowry commercial to achieve sports fans of all big sports leagues."
between 60 % and 70 % of Bitbuy's marketing editions will be issued for advertisements during live sports this year, he added.
crypto.com and coinbase should report reports during the NFL championship game. Spokesman for both companies rejected details of the commercials.
The upcoming Super Bowl advertising for Crypto.com comes after a year of intensive marketing efforts, including the purchase of the name rights for the former Staples Center in Los Angeles and the creation of a television spot with actor Matt Damon.
The company also entered into a partnership with LeBron James last month and raised the question of whether the four-time NBA champion could appear in the Super Bowl advertising from Crypto.com.
The Coinbase crypto exchange went to the stock exchange last year and advertises for more than 70 million users.
Alternative campaigns
Binance encounters the ads that are switched during the Super Bowl, with a marketing campaign in which people are asked to "learn and trust themselves".
The crypto exchange campaign, which will not contain any advertising during the game, includes the singer J Balvin, NBA-All-Star Jimmy Butler and the mixed Martial Arts fighter Valentina Shevchenko.
During the Super Bowl, Binance encouraged the viewers to visit Cryptocelebalert.com when crypto commercials are broadcast with celebrities to claim one of 2,222 NFTS (non-fungable tokens) with Butler. The website will also contain a crypto primer to understand the basics of technology.
"Our focus is on being user -oriented and strengthening through education," a spokesman for Binance told Blockworks. "We appreciate that our competitors spend money to appear in prime time and promote crypto awareness, but our counter-programming approach has been developed to draw attention to the gap between awareness and acceptance."
The Dapper Labs, based in Vancouver, also started with pictures of the conference championship trophies, which were obtained by the Cincinnati Bengals and the Los Angeles Rams.
More NFTS with the logo of the Super Bowl and the winning team as well as the date and result of the game will be available next week.
"I hope that with this newly discovered attention, crypto brands think thoroughly about how they can best explain the public about why this technology is important and how it can have a positive effect on people," said Keli Callaghan, marketing manager of Algorand.
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The Post Exchanges Competes to Grab Super Bowl Spotlight is not a financial advice.