Voucher code

Bitso donated nearly $400,000 to Brazilian football fans in a QR code game

Bitso donated 1,840,500 Brazilian reals (approximately $387,000) to Brazilian football fans in a recent game, using QR codes printed on players’ sleeves to initiate a tag game for viewers at home.

The giveaway was part of a new sports marketing experiment from the Latin American-focused cryptocurrency exchange, which is working to expand its presence in Brazil.

A “game within the game”

During a soccer match on March 10 between São Paulo Futebol Clube (SPFC) and the Palmeiras, viewers were invited to play a ‘game within the match’ during the game to earn 50 Brazilian reals (now $10.52) from Bitso. The game consisted of trying to “catch” a QR code printed on the sleeve of the SPFC players’ shirts during the live broadcast of the match.

When viewers “catch” one of the codes, they were directed to a promotional landing page asking for personal information which was used to generate a voucher. Users then had seven days to redeem this voucher for the fiat funds to appear in their Bitso wallet, which they could then use to purchase crypto.

Bitso calculates that over 36,800 fans participated in the promotion, estimating that it gave away the equivalent of approximately one bitcoin for every 10 minutes of play. The company developed the promotion through its in-house creative lab, Bitso Vice President of Marketing José Molina told The Block during an interview on March 16.

“If you caught the code, you would get 50 reais directly into your Bitso account,” Molina said.

Crypto Sports Deals Are Booming

It’s hard to think of QR codes in crypto sports ads without having a flashback to the one bouncing around the screen during Coinbase’s one-minute Superbowl ad in February. But Molina says Bitso’s campaign was more dynamic, forcing viewers to wait for the right camera angle to snag the QR code on a player’s sleeve as they ran down the pitch.

Bitso is just a crypto company that has been focused on closing sponsorship deals and promotions with popular sports teams around the world, using the broad appeal of these clubs to introduce more people to the digital assets in the markets they serve.

bitso announced an agreement to sponsor SPFC in January, and that same month said it would become the first crypto sponsor for the Mexican national team (Selección Mexicana de Fútbol). The value of these deals has not been disclosed. The exchange has around 4 million users of its platform in Latin America, with a presence in Argentina, Brazil, Colombia and Mexico.

“We wanted to tie up and partner with institutions that are trusted by people in the countries where we operate,” Moli said.didnt say. He explained that Bitso wants to work with innovation-focused partners to help them “bridge the change” resulting from the use of new technologies like cryptography.

Find the right partners

While crypto-sports deals are booming, Molina said Bitso isn’t forming these partnerships just to jump on the bandwagon. Nor is he looking to just stick his logo on a sports jersey and call it a day.

Instead, the marketing manager said Bitso is focused on being able to “generate educational content” with its partners. Ideally, Bitso would be able to build people’s confidence in crypto, while allaying their fears and stimulating their curiosity, Molina added.

“When we do activations – I think it’s industry-wide – there are people who are going to hesitate, there are people who are going to wonder whether things might work or not,” said Molina said. “And then, we make it work, and then we start building that trust.”

These types of offers aren’t for everyone, however. Molina said some institutions Bitso has spoken to about partnerships aren’t interested. Others, however, were “very enthusiastic”.

Meanwhile, largely outside of Latin America, increasingly extensive crypto marketing has caused some countries to intensify their examination ads featuring digital assets. The United Kingdom, Singapore and Spain are some examples.

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