Bitwise Pioneers Ethereum ETFs with Groundbreaking NFT Marketing Campaign

22 Jun 2024

Background on Bitwise and Its Innovative Marketing Strategies

Bitwise Asset Management is a prominent player in the cryptocurrency investment space, known for its pioneering approach to offering crypto investment products. Founded in 2017, Bitwise has established itself as a leader in creating and managing crypto index funds and exchange-traded funds (ETFs), catering to both individual and institutional investors. The company is headquartered in San Francisco and is renowned for its commitment to providing transparent and secure investment options in the rapidly evolving digital asset market.

Innovative Marketing and Advertising:

Bitwise has consistently leveraged innovative marketing strategies to promote its products. One of the company's notable achievements was the release of the first-ever commercial for Bitcoin ETFs in December 2023. This commercial featured Jonathan Goldsmith, the actor famous for his role as "The Most Interesting Man in the World," and it successfully captured public attention across television, social media, and digital channels. The campaign was aired on major business news networks like CNBC, Bloomberg, and Fox Business Network, significantly boosting awareness and interest in Bitcoin ETFs.

Ethereum ETFs and the Minted NFT Commercial:

Building on its history of innovative advertising, Bitwise has now turned its focus to Ethereum ETFs. Anticipating the launch of these investment products, Bitwise has released a commercial that is not only broadcast traditionally but also minted as a non-fungible token (NFT) on the Ethereum network. This groundbreaking approach underscores the company's commitment to embracing blockchain technology and engaging with the crypto community in new and exciting ways.

The Role of the Zora Network:

The Zora Network, an Ethereum scaling solution built on the Optimism OP Stack, plays a crucial role in Bitwise's latest marketing initiative. Designed to support NFT culture and bring media on-chain, Zora facilitates the minting of the Bitwise commercial as an NFT. This allows users to own a piece of crypto history, while also contributing to the Ethereum ecosystem through Protocol Guild, a funding mechanism for Ethereum core contributors.

Impact on the Crypto Market:

Bitwise's innovative marketing strategies and the introduction of Ethereum ETFs are expected to have a significant impact on the crypto market. By providing accessible and regulated investment products, Bitwise is helping to bridge the gap between traditional finance and the burgeoning world of digital assets. The company's efforts not only enhance the visibility and acceptance of cryptocurrencies but also pave the way for broader adoption among mainstream investors.

In conclusion, Bitwise Asset Management continues to set the standard for innovation in the crypto investment space. Through its creative marketing campaigns and commitment to leveraging cutting-edge technology, Bitwise is poised to play a pivotal role in the future of digital asset investment.

Bitwise Gears Up for Ethereum ETFs with Innovative NFT Commercial

As anticipation builds for the launch of Ethereum exchange-traded funds (ETFs), Bitwise, a leading crypto asset manager, is taking proactive steps to market these investment products. With the official debut expected later this year, Bitwise has rolled out its first-ever commercial for these offerings, leveraging the power of blockchain technology and non-fungible tokens (NFTs).

Bitwise’s Groundbreaking TV Ad Minted as an NFT

On June 20, Bitwise introduced a unique marketing strategy by releasing a commercial that can be minted as an NFT on the Ethereum network. The commercial, titled "Capture a piece of crypto history: the 1st national TV spot minted as an NFT," features a 39-second clip showcasing the perpetual nature of blockchain technology, contrasting it with the traditional financial system's limited operational hours.

The Narrative of the Commercial

In the ad, two actors represent the dichotomy between traditional finance and the dynamic world of Ethereum. An older man, symbolizing big finance, converses with a younger man, embodying Ethereum. The older actor boasts about moving billions around the globe before calling it a day, while the younger actor emphasizes the 24/7 nature of blockchain activities, including stablecoins, NFTs, and decentralized finance (DeFi) loans. This interplay highlights the continuous and unceasing operation of blockchain technology, underscoring its advantages over traditional financial systems.

Minting on the Zora Network

The commercial is available for minting on the Zora Network, an Ethereum scaling solution that supports NFT culture. Built on the Optimism OP Stack, Zora enables media to be brought on-chain efficiently. As of now, around 1,198 NFTs of the Bitwise commercial have been minted by 530 unique users. This initiative not only promotes Bitwise’s new investment products but also engages the crypto community in a novel way.

Supporting the Ethereum Community

Bitwise has committed to donating 50% of the proceeds from the NFT sales to Protocol Guild, a collective funding mechanism for Ethereum core contributors. The remaining 50% will compensate the actors, Jamie Kaler and Michael Tacconi, featured in the commercial. To date, the initiative has generated $1,865, or 0.53 Ether, benefiting both the Protocol Guild and the actors.

Bitwise’s History of Innovative Advertising

This isn’t Bitwise’s first foray into pioneering advertising. In December 2023, the company released the first-ever Bitcoin ETF commercial ahead of its product launch. Featuring Jonathan Goldsmith, known for his role as "The Most Interesting Man in the World," the ad went viral, appearing on various platforms including major business news networks like CNBC, Bloomberg, and Fox Business Network. Just a month later, the SEC approved 11 Bitcoin spot ETFs, underscoring the impact of Bitwise’s marketing strategies.


Bitwise’s innovative approach to marketing its upcoming Ethereum ETFs, through the use of an NFT-minted commercial, not only captures the essence of blockchain technology but also sets a precedent for future financial product advertising. By integrating cutting-edge technology with creative marketing, Bitwise continues to lead the way in the crypto asset management space, making significant strides in promoting the adoption and understanding of blockchain-based financial products.

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