Coinbase’s 2022 Super Bowl ad

The Strategy: Multi-Screen Bridge

• Second-screen habit: Capitalized on viewers holding phones while watching TV.

• Immediate physical action: Forced viewers to pick up phones and scan.

• Direct conversion: Bypassed vague brand awareness for direct sign-ups.

The Psychology: Nostalgia and Curiosity

• DVD screensaver homage: Triggered instant recognition and internet-meme nostalgia.

• The corner suspense: Created an addictive, watchful anticipation of hitting the exact corner.

• Zero noise: Refused celebrity cameos and voiceovers, defying typical noisy Super Bowl clutter.

The Execution: Timing and Incentive

• Full 60-second duration: Provided enough time to notice, reach for the phone, and scan.

• Instant reward: Offered $15 in free Bitcoin to create immediate transactional momentum.

• Traffic overload: Generated 20 million hits per minute, crashing the system and adding viral "crash-hype"