Crypto exchanges to run advert campaigns at the Super Bowl 2022
Two crypto exchange platforms, Crypto.com and FTX, would be running advertising commercials on February 13, at the Super Bowl LVI 2022.
According to news reports, both exchanges have been working since quite some time for establishing their brands in the United States market.
Super Bowl advertisements are usually very costly, with rates exceeding $5 million for only 30 seconds. Some sponsors are sometimes even willing to pay as high as $6.5 million for the same air time.
Crypto.com recently announced a partnership with Angel City Football Club, a soccer team that is expected to play in 2022. Other than this, the exchange’s efforts even include securing naming rights for Staples Center.
The exchange has purchased naming rights for $700 million for over 20 years, making Staples Center renamed into Crypto.com Arena in December 2021.
Kris Marszalek, Crypto.com Co-Founder and CEO, has said in an official announcement that they are using their platform in a fresh new and “creative way” so that cryptocurrency can power the future towards world-class sports, entertainment, and technology.
Meanwhile, FTX has also dedicated a large sum of its advertising budget to bolster brand recognition in the United States. In October, the exchange had confirmed that they would run an ad in the upcoming Super Bowl.
The exchange also got Tom Brady and Gisele Bündchen star in a $20-million ad campaign for the company.
Earlier in 2021, FTX had also secured naming rights for a US stadium. The exchange has reportedly paid $135 million for a 19-year contract for renaming Miami Heat’s home stadium into the FTX Arena.
Back in 2020, blockchain had already penetrated the Super Bowl through non-fungible tokens (NFTs). The Mexican non-profit trade group Avocados had inserted NFTs in their advertising campaign. With this, users were enabled to collect digital avocados and win blockchain-based rewards.
According to Ivonne Kinser, the Head of Digital Marketing at Avocados, the results had been overwhelmingly positive. Kinser also said they had delivered “3.2 billion social impressions” through the ad campaign.