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If you live in New York City, your eyes are likely to cloud up subway ads that offer discounts on mattresses or taxi ranks that promote various drinking establishments.
But those who took note in recent days would have noticed a new arrival: Gemini, the exchange of cryptocurrencies founded in 2014 by Cameron and Tyler Winklevoss. The company launched a series of announcements on subway cars, taxis, bus stops and even pulled out a full-page advertisement in the New York Times.
On Tuesday, the twins continued to spread the news, descending into the streets of the Big Apple with a bit of promotion and a little bit. of education. "It's really a bit of both," said Chris Roan, Gemini's marketing manager, when asked if it was a marketing campaign or for educational purposes. "This is the first major campaign and we felt it was important to tell a story about the company, but also to address what the retail investor is thinking about."
To read: The Winklevoss twins want you to picture a day when your money works just as easily as e-mails
The opaque digital currency industry has struggled with the brand in an attempt to attract the broader masses. On the one hand, rigid detractors attack its flaws, such as security and criminal use, while libertarian libertarian maximalists claim that technology does not need brands, just as it does not need an authority central due to its decentralized nature. A disagreement that could have powered the slogan on the side of the Gemini bus: "Crypto without chaos".
But with the cryptic uptake on the rise, albeit slowly, the company said it must be ready when the masses arrive. "It's the popular movement," Roan said. "It's going to mature so we have to go out and listen to their concerns, like the safety and protection of other consumers, and we feel we are on the right track."
According to Carolyn Vadino, head of communications at Gemini, if New Yorkers are the best, then mass adoption is not too far. "The interesting thing I found is that the people we talked to had heard about us but we did not know how to deal with cryptography." I'm very interested but I do not know how to do it, "they said," Vadino said.
Cameron and Tyler Winklevoss are two of the biggest bitcoin bulls. The couple believes in bitcoin
BTCUSD, + 0.43%
one day it will be a better value deposit than gold and a single currency could be worth up to $ 320,000.
To read: Winklevoss: If you can not see bitcoins at $ 320,000, you only lack imagination
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