Block launched its first public Bitcoin advertising campaign "Bitcoin Does"

According to Bitcoin Magazine, payment company Block has launched its first Bitcoin advertising campaign aimed at the general consumer, titled "Bitcoin Does," targeting approximately 60 million American users who are curious about Bitcoin but have yet to take the first step. The campaign is led by Maria Pesce, Block's head of Bitcoin marketing, who is responsible for Bitcoin-related marketing across three business lines: Cash App, Square, and Proto.

Maria Pesce stated that the advertisements intentionally skip over the science of mining and blockchain principles, directly showcasing how Bitcoin can be used in real-life scenarios. She mentioned that the related creative ideas came from customer research: one Square merchant referred to Bitcoin as "a more honest currency," while topics such as inflation, relief, and private equity formed the narrative backdrop of the advertisement films. Additionally, fixed supply, self-custody, and the choices of younger users are also key points of communication.

Block also set up an interactive installation called "Lightning Lake" at the ComplexCon event, where participants could fish for Bitcoin and complete payments through the Lightning Network. Square currently charges a 0% processing fee for Bitcoin transactions, and Block hopes to make the experience of using Bitcoin as commonplace as sending an email.