Coinbase wins our pick for the best Super Bowl ad, because it nailed the Blue Shoe 3E test; engage, entertain, and educate.
A QR code moved elusively over the screen for 30 seconds. Nothing else. And all across the world, cell phones chased that code and were not disappointed.
The QR code directs viewers to a page on Coinbase’s website that offers $15 in free bitcoin for signing up. The page includes a countdown clock for the offer, which expires at 12:30 PM PST on Feb. 15. For those who already have an account, they can opt-in to the platform’s $3 million bitcoin giveaway. Entry to the sweepstakes ends at 11:59 PM PST on Feb. 27.
Coinbase’s ad may have come as a surprise to many, considering it didn’t announce its Super Bowl plans like other crypto platforms.
On social media, the spot quickly garnered buzz from both consumers and brands. Many described the ad as “bold” and “clever,” and “Coinbase” was trending with over 8,400 tweets at the time of writing.
And, perhaps even more importantly, others put out their own versions 'tongue in cheek' but nonetheless keeping the buzz going far outside their own posse.
Coinbase, you win the Blue Shoe Super Bowl Ad award. Wasn't even close.
--Christine Merser, Managing Partner, Blue Shoe