₿ BLOCK LAUNCHES MASS-MARKET BITCOIN CAMPAIGN AIMED AT 60M AMERICANS

Jack Dorsey’s Block is making a much bigger push to move Bitcoin beyond investing.

The company has launched its first major Bitcoin consumer advertising campaign:

“Bitcoin Does.”

Block says the campaign is aimed at roughly:

60 MILLION “BITCOIN-CURIOUS” AMERICANS

Instead of focusing on BTC price appreciation, the campaign presents Bitcoin as money that can actually be used.

The rollout includes:

• YouTube
• X
• Instagram
• Meta platforms
• Fox Sports television
• Selected cinema screenings

The campaign is expected to run through December 31.

This comes after Block spent years building Bitcoin infrastructure across its products.

Cash App already supports Bitcoin.

Square has been expanding Bitcoin payment acceptance for merchants.

And Bitkey gives users another route into Bitcoin self-custody.

Important:

An advertising campaign does NOT equal adoption.

The real test will be whether people actually start using Bitcoin for payments rather than simply buying and holding it.

But the strategy is notable.

Institutional adoption asks:

“Who will hold Bitcoin?”

Block is asking a different question:

“Who will actually use it?”

@BitcoinNews