It’s definitely been a while. Almost a year, in fact. But we’re back with a lighter, funner format. Every month you’ll receive a round-up of the most notable marketing moments from brands in crypto and web3. I’ll include context and links to allow you to dive in and take inspo from the talented marketers and storytellers in our industry.

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1. NEAR Protocol Gets "Hacked"

NEAR Protocol stirred up controversy with a marketing stunt where they pretended that their Twitter account was hacked to promote an event. Here are the sequence of events:

1. Initial "hijack" announcement

2. The "incident" gets picked up by crypto media

3. Reveal of the marketing stunt

Given the sensitive nature of security in crypto, this move raised some eyebrows and sparked debate about appropriate marketing tactics in our industry. This initiative highlights the fine line between attention-grabbing marketing and maintaining trust in an industry where security is paramount.

2. Base Launches cbBTC

Coinbase's Layer 2 blockchain, Base, launched cbBTC, a Bitcoin-backed stablecoin. The launch was preceded by a teaser featuring an orange Base logo, building anticipation for the announcement.

1. Teaser with orange logo

2. Official launch announcement

This product launch marks another step in Coinbase's efforts to expand the utility and footprint of the Base ecosystem, bridging the gap between Bitcoin and Ethereum-compatible chains.

3. Polymarket Data Hits Bloomberg Terminal

Maybe not a marketing launch necessarily but this felt relevant – In a significant move for crypto adoption, Polymarket data is now available on the Bloomberg Terminal. This integration signals growing mainstream acceptance of crypto products, particularly those that have already gained traction beyond the crypto-native audience.

4. Token 2049: The Hype vs. The Reality

The end of September saw the kickoff of Token 2049, probably the most hyped crypto conference we’ve seen in years. The event had something like 600 side events, with an extraordinary amount of money invested in and around the core event. Despite the scale and excitement, something stood out to me:

• No standout marketing initiatives seemed to break through the noise on Crypto Twitter from the conference.

• The lack of high-visibility campaigns has sparked online discussions about the true value of these conferences, especially for non-consumer products and infrastructure businesses.

• There is a lot of discussion online now about the return on investment for brands participating in events like these, especially at the wildly high price points Token2049 was charging.

This phenomenon raises important questions about the efficacy of this style of large-scale events, especially for non-consumer products like infrastructure projects.

Let me know if I missed anything. Simply reply to the email to get in touch. I love the feedback you guys have been giving on this series.

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