Crypto for the people!
“Rob from the rich, give to the poor” is what we typically know Robin Hood for. But in 2018, when cryptocurrency was all the rage, maybe Bobby Hoods gives out crypto? This was the idea behind the 2018 San Diego ComicCon stunt, in collaboration with Robinhood Investment.
It was a pitch-porn™ idea that we were all surprised the client bought into, and once given the green light, we had to make it happen. The stunt would roll out in 3 phases:
- Site build + Blockchain “mural”
- Social Awareness
- On-the-ground execution
1. The Site & “Mural”
First thing’s first: The announcement. Across all Robin Hood movie social channels, the landing page for the stunt was shared, so the world can learn what to do, what to look out for, and that yes, this is indeed a real thing.
Towards the bottom of the page is this old-school ascii-looking mural. But it turns out, that is actually a very real chunk of the blockchain ledger. See, in a crypto transaction, you’re allowed a hundred or so characters to put whatever memo or note you want. To make a fun splash in the ledger, we decided to tag it up with the Robin Hood mark to let nosy nerds know, something big is happening at SDCC.
2. Social activation
During the tease campaign, users were instructed to follow Robin Hood on twitter for further instructions and to watch out for CLUES. Because on the actual weekend of the 2018 San Diego Comic-Con, the Twitter account would post location clues at the top of the hour. So throughout the week, the logistics worked as so:
- At the top of the hour, a general-area hint would be posted
- Half an hour later, the exact intersection would be posted, along with the “Password”
- Users meet up with the street team and would be required to recite the password that was given in the tweet
- Upon success, users receive their bag which includes a card that explains what to do, and a coin that has a random crypto value on it. Could be $5, could be $5000!
3. We’re doing it live!
The stunt was an overall success. It was a unique (weird) stunt that got crypto blogs posting about it, and Comic Con attendees were able to explore the hodl’ing world of crypto.
The movie itself is… an experience of it’s own tier. But at least the Robin Hood: Crypto Power to the People experience was unforgettable to those that won!
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Glass by Universal
Robin Hood: Thumb
