Crypto ads crackle in a Trump-energized landscape
Some cryptocurrency exchanges are raising their advertising voices again as the polarizing sector rides a wave of good news.
“Go where dollars won’t," Gemini Trust urges in a new campaign, depicting space travelers visiting woolly mammoths on Mars and skiing down the slope of an asteroid.
Those astral projections are an abrupt departure from Gemini’s somber tone in 2019, when its ads argued that the sector needed to protect investors from crypto chaos through best practices and rules. The slogan then? “The Revolution Needs Rules."
The years in between have indeed been a roller coaster for blockchain companies, from a heady Super Bowl in 2022 stacked with YOLO-riffing crypto commercials, soon followed by a deep slump in crypto prices, a marketing pullback and the collapse of platforms including Celsius along with the spectacular implosion of FTX and fraud conviction of its founder. And the industry has long been shadowed by the Securities and Exchange Commission, which waged a campaign to regulate crypto assets as well as bringing lawsuits against prominent exchanges.
Then came the political resurrection of Donald Trump, no longer a crypto skeptic. Bitcoin traded above $100,000 for the first time last Wednesday following a huge rally since Trump’s presidential win. This week, the coin has bobbed around $101,000.
Some of the surviving crypto firms are now revamping their marketing strategies to capture the renewed optimism and position themselves as trustworthy and secure.
Gemini began its latest marketing campaign the day before the election, partly to have a voice no matter who won, according to its global head of marketing, Olivia Santarelli.
“This is the first time that crypto played a major role in an election," she
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