Coinbase QR Code Success

Coinbase created a minimalist Super Bowl ad featuring only a bouncing QR code on a black screen, similar to the old DVD screensaver animation. The ad generated massive immediate engagement but showed potentially weak conversion metrics relative to cost.

Key Points:

• Ad Concept:

  • Full black screen with only a QR code
  • Code bounced around screen like DVD screensaver
  • Simple background music
  • No branding or text shown

• Results:

  • 20 million people visited site in one minute
  • App crashed from traffic volume
  • Downloads increased 287% over previous week
  • Jumped from 168th to #1 in app store rankings

• ROI Analysis:

  • Cost: ~$7 million for ad spot plus production
  • Conversion Metrics:
    • Assuming 1% conversion = 200,000 signups
    • Assuming 20% link accounts = 40,000 active users
    • Average user worth $45/year = ~$1.8M first year revenue
  • Additional value from PR and viral marketing impact

• Key Learning:

  • While praised as successful campaign, actual conversion numbers suggest potentially weak ROI
  • 287% increase in downloads considered low given 100M+ viewer exposure
  • PR and brand awareness benefits may justify cost beyond direct conversion metrics