Everybody Coinbase

While crypto adoption had reached an all-time high in the US, the category was still plagued by complex jargon and perceived as a niche space reserved for techies and traders. As a challenger brand, Coinbase needed a Super Bowl campaign that removed the friction and intimidation of finance, making everyday Americans feel like crypto was built for them.

Instead of broadcasting a traditional, high-gloss commercial explaining the complexities of finance, Coinbase created a radically simple behavioral idea: "Everybody Coinbase." Using the unmistakable melody of the Backstreet Boys’ "Everybody," the brand turned the world’s biggest night in sports into a giant, nationwide sing-along. By projecting karaoke lyrics across 125 million TV screens, Times Square billboards, taxi screens, and live arenas, Coinbase blurred the lines between brand and audience, having America inadvertently sing their message for them.

Coinbase became the #1 most talked-about advertiser on Super Bowl night, generating 3.1 billion earned media impressions in just 24 hours. The highly participatory format drove a +45% increase in app downloads without a single direct call to action, and shifted brand perception, delivering a +9ppt lift in viewers agreeing that “Coinbase is for someone like me.”