The global campaign – featured global superstar J Balvin, all-star basketball forward Jimmy Butler and MMA fighter Valentina Shevchenko – focused on encouraging consumers to do the research and learn crypto themselves, so they can be empowered and accountable for their own financial freedom and success.
For every commercial aired during the game with a celebrity “talking crypto”, viewers sounded Binance’s #CryptoCelebAlert at CryptoCelebAlert.com to claim one of 2,222 POAP NFTs featuring Jimmy Butler. More importantly, they accessed an easy-to-read primer to better understand the basics of crypto.
The media strategy was based on three phases: teaser/advance outreach, launch announcement and reveal. The team started embargo outreach to top tier media securing an exclusive with the Wall Street Journal forthe day of launch which was followed by coverage from CNN, CBS News, Fortune, The Hash, Benzinga, FastCo, and AdAge, among others
Engagement surpassed expectations resulting in
375K visitors to the CryptoCelebAlert.com webpage, 55K “alarms” sounded and visitors pressed
the buzzer and 2,222 NFTs claimed.
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