Coinbase Teams up with Liquid Death for 'Onchain Vision' Campaign

Cryptocurrency exchange Coinbase, which won an auction that would allow it to place ads on over 500,000 Liquid Death boxes, has unveiled its plans for the project. 

In partnership with the beverage company, the crypto giant is introducing "Onchain Vision," an initiative that allows shoppers to dive into a special onchain experience. 

 

 

 

 

 

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A post shared by Coinbase (@coinbase)

By scanning a QR code strategically placed on Liquid Death boxes, customers will be transported to a set of original digital artworks that they can opt to mint. 

When they choose to mint a piece of art, they can support the artist behind the work, who will then receive 100% of the proceeds via onchain micropayments. 

Built on Coinbase's "Base," the latest initiative supports the company's advocacy of fighting for a fairer creator economy across the world.

What Is Onchain?

The term "Onchain" refers to any activity that happens on blockchains, akin to how "online" refers to activity on the internet. 

Onchain was designed to zone in on creators both big and small, giving them greater control of their work. Here, they get to decide how people can engage with and support what they make, whether it's a post, an artwork, or a music track. 

According to the company, the "Onchain Vision" initiative is a demonstration of the vast potential of the internet and a glimpse into the "onchain world" it is building from the ground up.  

Additionally, Coinbase felt inspired by Liquid Death's use of its boxes, which gave unique artists a unique canvas to display their creations. 

"Onchain Vision" celebrates this effort, giving these artists an even bigger stage by spotlighting their works that fans can engage with and own.

Remember those 500,000 little @LiquidDeath billboards we bought?

Here’s what we used them for: bringing the world of onchain creativity to the masses while they shop for groceries. pic.twitter.com/vKlwAVAxsP

— Coinbase 🛡️ (@coinbase) August 27, 2024 

Coinbase CMO Kate Rouch expounds on this sentiment and the Crypto movement with DesignRush. 

Rouch continued, touting how Liquid Death uses the sides of its boxes as a canvas for artists, making it clear that the brand won't "paper over" it with a traditional ad. 

As of this year, Coinbase has helped dozens of creators make over $2 million in earnings, and more than 200 projects generate over $3.5 million.

And the numbers only continue to grow, as the initiative is "just a step in a much longer journey."

Coinbase's Victory 

Last February, Liquid Death sought to disrupt traditional Super Bowl advertising by auctioning the back of its case of eights to advertisers on eBay.

With a mere starting bid of $500, the "Biggest Ad Ever" attracted several companies, including Coinbase. 

Eventually, the Crypto company won the bidding, which entitled it to place its own unique design on a staggering 500,000 Liquid Death boxes. 

We bought this. Why?
✓ We love new ways of doing things.
✓ We respect innovative brands.
✓ It was a really good deal.

We also paid in USDC and saved @LiquidDeath $12K in middleman fees.

So here’s the $500,114 question:
What do we put on the boxes for 200M people to see? https://t.co/zBOZIbGrhi

— Coinbase 🛡️ (@coinbase) February 20, 2024

Beyond the win, the marketing deal was also recognized Coinbase as the ninth-highest successful bidder in eBay history. 

Thus, Coinbase's "Onchain Vision" was born, seeking to bring light to the many creators that benefit from it. 

Previously, Liquid Death teamed up with ice creamery Van Leeuwen to create a new flavor.

Editing by Katherine 'Makkie' Maclang