Coinbase owned a Super Bowl moment. So now what?
Last night’s Super Bowl ads sparked plenty of conversation, and Coinbase’s Backstreet Boys–inspired commercial was right in the middle of it.
Instead of explaining crypto or listing product features, the brand leaned into nostalgia and participation. With sing-along lyrics and familiar music, the spot invited viewers into the moment rather than instructing them. It was cultural, energetic, and designed to be shared.
Love it or critique it, it did what Super Bowl ads are meant to do.
It captured attention at scale.
But here’s where it gets interesting.
Attention is easy. Trust is harder.
The ad may have leaned into “Everybody,” but in lifecycle marketing, it’s less about “I Want It That Way” and more about understanding what your customer actually wants.
When Coinbase spoke at Activate, their Global Head of CRM and lifecycle marketing emphasized something powerful: in crypto, trust isn’t optional. It’s the foundation.
That means every message, every data decision, and every follow-up experience has to reinforce credibility, privacy, and customer confidence.
So when a brand that prioritizes trust creates a massive cultural spike like this, the real marketing conversation begins.
What happens the morning after?
- Traffic increases.
- Search volume rises.
- Dormant users return.
- New users explore.
A Super Bowl ad creates awareness. Lifecycle strategy determines whether that awareness becomes momentum.
The real marketing question is how do you respond in a way that builds trust rather than just pushing conversion? Curious how “Everybody,” in this community would extend the moment? (answer in our poll)
