The reason Upbit is serious about pizza… ‘Bitcoin Pizza Day’ has evolved

▲ Pizza and Bitcoin (BTC) ©

“Bitcoin Pizza Day” is now evolving beyond a simple cryptocurrency industry anniversary into a popular cultural event representing Upbit. Upbit's long-term campaign, combining donation, brand, and participatory content, is expanding user touchpoints and establishing itself as a new case for digital asset platform marketing in Korea.

Dunamu, the operator of Upbit, delivered pizzas to childcare facilities nationwide and expanded member-participatory events through this year's Pizza Day campaign. By delivering cheering messages written by users along with pizzas, the social contribution element was strengthened, and 300 participating members received a limited edition 'Upbit Daisy Pizza'. Upbit has been continuing the Pizza Day campaign since 2019, and as of last year, a cumulative 13,453 pizzas have been donated.

This year's campaign also attracted attention in terms of brand scalability. The 'Upbit Pizza Day' campaign video, a collaboration with HSAD, surpassed 10 million views within three weeks of its release. It is evaluated that the meme-based comedic content featuring actor Go Kyung-pyo made the potentially difficult digital asset culture more familiar. In particular, analysis suggests it is significant that 'Bitcoin Pizza Day on May 22nd', which was an internal industry event, has been expanded into a brand experience that the general public can naturally recognize.

Actual offline collaborations were also strengthened. Upbit launched the 'Upbit Pizza Day Set' with Papa John's and simultaneously held discount, Bitcoin prize, and merchandise events. A total of 10 million won worth of Bitcoin was awarded through a lottery among customers who ordered the set, and new Upbit subscribers also received separate Bitcoin rewards. The industry evaluates that digital asset exchanges are connecting with real-life brands, expanding the realm of 'experiential Web3 marketing'.

The core of this campaign was its focus on 'participatory experience' rather than simple advertising. Following the 'Upbit Pizza' in collaboration with Chef Yoon Nam-no last year, Upbit introduced the 'Upbit Daisy Pizza' with a daisy flower concept this year, accumulating seasonal brand assets. Analysis also suggests that by connecting the symbolism of Pizza Day with donations, events, and brand content, Upbit is developing its unique cultural code.

In the market, while global exchanges are engaging in sports and entertainment-focused marketing competition, Upbit is evaluated to be increasing its presence with a differentiated strategy that combines user-friendly campaigns for domestic users and social contribution. It is also anticipated that this expansion towards creating brand experiences beyond a simple trading platform could positively contribute to strengthening Upbit's long-term user base.

*Disclaimer: This article is for investment reference only, and we are not responsible for any investment losses based on it. The content should be interpreted for informational purposes only.*