Getting your users to create your campaign so you don’t have to.

Avalanche is a blockchain network that supports the largest financial institutions, games, and consumer apps in the blockchain space. The team was tasked with marketing the largest and most significant tech upgrade to the Avalanche Network in the entire company’s history. we took this challenge head on and created the most innovative, and community driven marketing campaign in parallel with a series of technical releases and grant programs. This Birthed Avalanche9000

For context: Tech upgrades are really really hard to market.

Campaign Overview

Avalanche 9000_ The Ultimate Campaign 🚀.mp4

This Birthed Avalanche9000

24Avax_9000Reveal_04_SFX option 2 (1).mp4

(Initial announcement video - 2.2m Views)

The science behind the 9000

Memetics: the study of memes and contagious ideas.

In internet culture there is a meme "Over 9000". It comes from the anime Dragon Ball Z, where Vegeta shouts "It's over 9000!" in shock after reading Goku's power level on his scouter. The internet started using this in gifs and reactions relentlessly.

It has great memetics, so we used it to name our upgrade.

https://www.youtube.com/watch?v=SiMHTK15Pik

At the core of this campaign is community.

Unheard of organic mentions for a tech upgrade.

We leveraged our users to tell our story for us

• Before every announcement we briefed core members of our community in private telling them how to help. By doing this, Avalanche9000 went trending before we even made a post from our main accounts

  

  

Our users were marketing, even when posting other things.