I’m actually new to this and not entirely sure how it works; do people just vote on this or does the topic get raised at the next Polkadot meet up / AMA??
Summary
Polkadot has consistently demonstrated technological excellence, but this hasn’t translated into public recognition or user adoption at scale. Current marketing spend on flashy but ineffective sponsorships, such as the Inter Milan football team and Formula 1 racing partnerships, has produced little to no measurable return in terms of awareness, engagement, or growth.
This proposal urges the community to reallocate part of the marketing bounty toward real-world, high-visibility advertising campaigns in London - a city with unmatched global reach, where even a single campaign can go viral and deliver sustained public attention. The model? What Ripple is already doing successfully.
———
The Problem: Flashy Campaigns, No Impact
Over the past year, Web3 Foundation marketing funds have supported high-profile campaigns such as:
• Sponsorship of Inter Milan (Italian football club)
• Formula 1 team branding
• Billboards in Zurich Airport (low foot traffic, limited public impact)
These campaigns may look impressive on pitch decks but lack real-world resonance. There has been no significant public discourse, no viral visibility, and no measurable increase in user engagement or awareness from these efforts. Let’s be honest—how many Inter Milan fans even know what Polkadot is?
————
Evidence of Missed Impact
1. MoonPay Poll – March 2025
• $XRP: 56%
• $DOT: 44%
• Over 12,000+ votes.
• Despite being more technically advanced, Polkadot trailed significantly, and the community response was underwhelming.
2. Grassroots Survey – Regent Street, London
• A sample of ~1,000 people surveyed about Messi and Polkadot.
• Almost all recognized Messi.
• Zero people had heard of Polkadot.
• This was not a backstreet survey—it took place in one of London’s busiest and most central shopping districts.
3. Zurich Airport Billboards
• Very limited reach (Zurich has a population of ~400,000).
• Minimal social media visibility or engagement.
• Several community members viewed the campaign as “worthless,” with no follow-up, no feedback loop, and no digital presence.
———-
What Works: Ripple’s London Campaign
Ripple has been executing high-impact, visually cohesive advertising campaigns across Canary Wharf and London Underground, including:
• Escalator panels
• Train station displays
• Digital billboards
Messaging is simple, professional, and targeted to both business professionals and everyday commuters:
“Think crypto is none of your business?”
“Ripple Custody – Security above all.”
The result?
• People are taking photos and sharing on social media
• Crypto is becoming part of the real-world conversation
• Ripple is reclaiming public visibility, even in bear markets
This is exactly the kind of brand presence and perception shift Polkadot needs.
————
Why London?
• Over 9 million residents in Greater London
• Tens of millions of tourists annually
• Global capital for finance, tech, culture, and media
• High-footfall areas like:
• Canary Wharf
• Liverpool Street
• Oxford Circus
• Bank Station
• Diverse population: from bankers and devs to Gen Z creatives
• Media amplification: A London ad gets shared, tweeted, TikTok’d, and talked about—Zurich doesn’t come close
———-
Proposal
1. Freeze all marketing spend on:
• Sports sponsorships (e.g. Inter Milan, F1 racing cars)
• Gimmick-based branding exercises with unclear ROI
2. Redirect funds toward:
• Physical billboard campaigns across London Underground
• Escalator branding in Canary Wharf and major commuter hubs
• Digital screens with targeted messaging (simple, powerful copy)
3. Run a 60-day pilot campaign with measurable KPIs:
• Brand recall survey in London
• Social media impressions with #Polkadot
• Website click-throughs from UK IPs
• Google Trends spike in search for “Polkadot” in the UK
4. Optionally, work with grassroots Polkadot Ambassadors and creators to amplify the campaign organically.
———-
Outcome
This campaign would:
• Finally give Polkadot public visibility
• Create genuine brand familiarity
• Deliver ROI beyond vanity metrics
• Close the mindshare gap between Polkadot and meme-tier tokens with lesser tech but better visibility
———-
Final Thought
We’ve spent enough money looking cool in arenas. It’s time to be visible in the real world - to students, commuters, professionals, and potential adopters.
Polkadot doesn’t need gimmicks. It needs visibility.
Let’s give it the campaign it deserves.