Coinbase Wins eBay Auction With $500K Bid for Ads on Liquid Death Packaging

Progressive Insurance’s Dr. Rick made a cameo, Smartwater ad-bombed the proceedings and Dude Wipes declared a premature victory.

Click here to read the story at adweek.com.

Discussion Questions:

1. What is advertising?
2. What are advertising channels?
3. Why did Liquid Death allow brands to bid on the rights to advertise on its packaging?
4. According to this story, Liquid Death started bidding by introducing a goofy video. How did that help to boost awareness and engagement?
5. Why do you think they hosted a bid on eBay instead of just posting an advertising rate?
6. Liquid Death suggests that its “tiny billboard” ads would reach more people than a Super Bowl ad. How so?
7. Why would a brand want to advertise on packages of a canned-water product?
8. According to this story, how many bid offers did Liquid Death receive for the advertising opportunity?
9. Why would Coinbase be interested in the ad space?
10. What type of advertising channel best describes an advertisement for Coinbase on Liquid Death packaging?
11. What is consumer engagement?
12. Why is it important to a brand?
13. Coinbase is asking its fans and followers to help design the advertisement that it will place on Liquid Death packaging. How might that help to increase engagement?