Crypto-Power To The People!
To excite fans and Comic-Con attendees, paid social posts announced the promotion and encouraged fans to follow the film’s channels for real-time clues. An hour before The Hood’s team hit the crowded streets, a post drove fans to Twitter to discover real-time location clues, along with a secret “complete the phrase” code that earned the first 25-30 fans to arrive a wristband that secured their spot.
Those fans then reached into a bag to pick out a satchel containing a commemorative metallic Robin Hood coin. Scratch off the card to discover both the value of the coin and the code to activating their new Robinhood trading account. The street team then zoomed away, to reappear three times a day for three straight days. Buzz built and “the people,” cued by social posts, raced to claim their (bit)coin.