Block Takes Bitcoin Mainstream With First Major Consumer Ad Campaign
Summary
Block launched its “Bitcoin Does” advertising campaign on October 1, targeting roughly 60 million Americans it describes as curious about Bitcoin. The campaign focuses on everyday uses, such as paying for flowers or splitting a bill, rather than technical concepts. It promotes Cash App for Bitcoin purchases and transfers, Square for merchant payments, and Bitkey for self-custody. Block says Cash App has onboarded more than 24 million active Bitcoin users since 2018. The effort aims to address usability and confidence, though volatility, regulation and payment friction remain obstacles.
