Block Launches Bitcoin Advertising Campaign 'Bitcoin Does'

Payment company Block has launched its first Bitcoin advertising campaign aimed at mainstream consumers, titled "Bitcoin Does," targeting approximately 60 million curious but hesitant Bitcoin users in the U.S. The campaign is led by Maria Pesce, Block's head of Bitcoin marketing, who oversees Bitcoin-related marketing for Cash App, Square, and Proto. The ads skip over explanations of mining and blockchain principles, directly showcasing how Bitcoin can be used in real-life scenarios. The creative concepts stem from customer research, with one Square merchant describing Bitcoin as "a more honest currency," while themes of inflation, relief, and private equity form the narrative backdrop of the advertisements. Fixed supply, self-custody, and the choices of younger users are also key points of communication. Block set up an interactive installation called "Lightning Lake" at the ComplexCon event, where participants could fish for Bitcoin and complete payments via the Lightning Network. Square currently charges a 0% processing fee for Bitcoin transactions, and Block aims to make the Bitcoin usage experience as commonplace as email.

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