Key Takeaways:
Coinbase returned to the Super Bowl with a retro karaoke ad Coinbase used Everybody (Backstreet Boys).
The 60-second spot used lo-fi graphics to target people with the ages between 35-49.
It was released during the first half of Super Bowl LX, it wanted to show that crypto is for everyone.
Coinbase aroused the Super Bowl atmosphere. Four years after they were famous for bouncing QR code that crashed their website in 2022, this company returned to the big game. This time, they launched a 60-second commercial that features the classic Backstreet Boys hit, which is Everybody (Backstreet’s Back).
It did not describe the band members. It used a retro karaoke style. The video was filled with neon 3D graphics and PowerPoint transitions which looked like they came from the early 2000s. The goal was simple: they want to encourage the audience to sing and remember the message that Crypto is for everyone.
Strategic Nostalgia
This was the second time that the Backstreet Boys appeared in Super Bowl LX. T-Mobile used the real band in their commercial campaign. Coinbase chose a lo-fi karaoke version to advertise.
It is expensive to advertise at the Super Bowl. A 30-second slot will cost around $8 million and $10 million. However, Coinbase believes that this is worth buying. They are targeting people aged between 35 to 49 by using 90s vibe. This generation is major customers for Coinbase products.
Coinbase returned to the Super Bowl with a retro karaoke ad
Production and Reaction
The campaign was not limited to TV, it appeared on screens in Times Square and the Las Vegas Sphere. It attracted funny reactions from rival boy bands on social media.
When other companies showed flashy, cinematic commercials, Coinbase went along with something fun. However, some people wonder if this approach will change as many app downloads as the mysterious QR code did in 2022.
A Strong Comeback
Coinbase is the largest exchange in the US, market cap is $51 billion. This ad is a sign that the company is strong after the long winter cycle in crypto.
The ad was shown in the first half of the Super Bowl. It will continue to run during the NBA game between the Grizzlies and the Warriors today.
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