Texas Bitcoin Conference

Selling The Biggest Show in Crypto

 

Texas Bitcoin Association came to Rock Candy Media a few months before their third conference was set to kick off. They needed a website, PR, and ad campaign to sell out all their tickets at $400 a pop. Long story short, there wasn't a single spot left. But how we got there wasn't so simple…

When writing the website, I needed to be careful not to get too technical to scare off the novices, without sounding like a newb to the crypto pros. It was essential to succinctly express the significance of digital currencies and the urgency in understanding them now. Here's what I got:

Texas Bitcoin Conference Homepage.jpg
 

The Ads

At the onset of the campaign, we identified target groups that would each have a specific stake in understanding blockchain and crytocurrency. Financial executives would be concerned with decentralization of currency but also interested in the opportunities that blockchain provides. Retail investors would want to earn some extra coin and diversify their portfolios. And then there are the crypto fanatics who are already invested in digital currency and want to discuss its future.

 This ad was targeted towards finance execs facing a potential existential crisis in their industry.

This ad was targeted towards finance execs facing a potential existential crisis in their industry.

 This ad played off breaking news about the Chinese government's attempt to impose regulations on Bitcoin. This caused the price to drop, so I played off that uncertainty.

This ad played off breaking news about the Chinese government's attempt to impose regulations on Bitcoin. This caused the price to drop, so I played off that uncertainty.

 Retail investors understand why gold has some sort of consistent value, so by upending that understanding, they'd feel pressure to find out about Bitcoin.

Retail investors understand why gold has some sort of consistent value, so by upending that understanding, they'd feel pressure to find out about Bitcoin.