Exploring the Intersection of Crypto and Consumer Goods with Coinbase’s Liquid Death Collaboration
Would you imagine finding crypto promotions in your local grocery store? Coinbase, a leading crypto exchange, is making this a reality by teaming up with Liquid Death, a popular canned water brand, to promote Base, its Ethereum layer-2 scaling network. This unique collaboration aims to introduce crypto technology to everyday consumers in a familiar setting – the grocery aisle.
Unique Marketing Strategy
- Liquid Death boxes will feature visible Base advertisements for the next six months in stores across the United States.
- QR codes on the boxes will allow shoppers to mint original on-chain artwork from various digital artists.
- Users who mint NFTs on Base can win physical items from artists like Felipe Pantone and Jeff Hamilton.
- Some pieces are free to mint, while others cost between 30 cents and a few dollars.
- All proceeds from NFT sales will be sent as crypto micropayments to the respective artists.
This creative marketing strategy serves as a gateway for consumers to interact with on-chain technology, even if they are unfamiliar with it. By connecting the experience to something as relatable as discovering new artists, Coinbase aims to make the concept of on-chain technology more accessible and meaningful to the general public.
Retail Promotion and Outreach
- Coinbase secured the right to advertise on 500,000 Liquid Death boxes by winning an auction earlier this year, outbidding competitors with a bid of $500,114.
- The collaboration with Liquid Death is part of Base’s broader marketing strategy, which includes initiatives like Onchain Summer to engage consumers in creative and unconventional ways.
- The outreach efforts focus on themes like democratization and rebranding crypto-related concepts for a wider audience.
Changing the Perception of NFTs
- Coinbase acknowledges that the collaboration with Liquid Death is an intentional effort to redefine NFTs in the public eye.
- The goal is to shift the perception of NFTs from being speculative and exclusive to being affordable and accessible tools for supporting artists worldwide.
- The company aims to challenge outdated notions of creativity in the NFT space and explore new potentials for on-chain creativity.
Hot Take: Embracing Innovation in Everyday Settings
As the crypto industry continues to innovate and evolve, collaborations like the one between Coinbase and Liquid Death demonstrate the potential for blockchain technology to intersect with everyday consumer experiences. By incorporating crypto promotions in familiar settings like grocery stores, Coinbase is bridging the gap between traditional retail and the digital frontier, sparking curiosity and engagement among a broader audience.
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