Objectives

2013: Isaac Miller, just a normal guy who lived above a car wash in Minnesota, captures the very moment Bitcoin broke $100 for the first time. He becomes a legend and a beacon of hope in the Bitcoin community.

2024: Bitcoin is FAST approaching $100,000 for the first time.
Coinbase needs a way to celebrate the moment in a way that gets the community cheering.

Strategy and Execution

So, we called Isaac.
Thankfully, he was available.

We remade his 2013 video shot-for-shot, but this time for $100,000 instead of $100.

Recreating his bedroom, his iconic movements, and excitement that made the original video unforgettable.

When Bitcoin crossed $100,000, we posted the new video. And the community went wild.

Results

• It was the most liked post in Coinbase's 12-year history.
• It crushed our competitors' 100K Bitcoin posts by 10,260%.
• And we gained 10,000 new followers in 48 hours.

Media