Block just launched “Bitcoin Does,” its first-ever mass-consumer Bitcoin advertising campaign, aimed at the 60 million Americans who are curious but haven’t taken the first step. Maria Pesce, Head of Bitcoin Marketing at Block across Cash App, Square and Proto, joins Grace Remington and Sean Hagan to explain why the ads skip the mining and blockchain explainers and just show Bitcoin working. She shares the customer insight behind the message, a Square seller calling Bitcoin “more honest money,” and how inflation, bailouts and private equity shaped the films. Plus, inside Block’s Lightning Lake at ComplexCon, where attendees fished for Bitcoin and paid over Lightning.
Chapters:
0:00 Block Joins the Open Secure AI Alliance With Nvidia, Microsoft and Visa
1:00 Maria Pesce’s Path From Gemini to Leading Bitcoin Marketing at Block
2:07 Bitcoin Does: Block’s First Mass-Consumer Bitcoin Ad Campaign
3:13 Connecting Main Street Frustration to What Bitcoin Can Do
4:42 What Cash App Users and Square Sellers Told Block About Honest Money
5:56 Fixed Supply, Self-Custody and Why Young People Are Choosing Bitcoin
7:18 Light Bulb Moments From People Who Didn’t Own Bitcoin
8:51 Making Bitcoin Work Like Email: Block’s Design Language
10:15 Lightning Lake at ComplexCon: Fishing for Bitcoin and Paying Over Lightning
13:36 Square’s 0% Bitcoin Processing Fees and What Keeps People Using Bitcoin
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