The cryptocurrency exchange Bitget has brought on famous comedian Adam Devine to front its new promotional campaign. The announcement of the marketing ploy comes on the same day that Evan Luthra, a former influencer, moves ahead with litigation. Luthra claims the company stole $200,000 worth of crypto assets from him.
Bitget, currently the 13th largest crypto exchange according to CoinMarketCap, has appointed Devine to be the public face of its #SetForChange campaign. In an official statement, the company said this is part of its latest effort to promote crypto education with an “engaging and lighthearted approach.”
Celebrity Ambassadors Are Highly Controversial
Devine, who is probably most famous for his role as Andy in Modern Family, will front the campaign for a year from August 4. The 39-year-old has already appeared in an ad for the exchange and is front and center on their website.
The new marketing approach comes ten days after Bitget revealed a complete rebranding of the company. The exchange also unveiled a new tagline for the site: “Trade smarter.”
Bitget is no stranger to the use of celebrity influencers. The company previously worked with other big names, including football superstar Lionel Messi.
Read more about how FTX’s celebrity scandal began—with its collapse: FTX Collapse Explained: How Sam Bankman-Fried’s Empire Fell
At the crypto industry’s peak in 2021-2022, many exchanges were rolling out their celebrity backers. Matt Damon famou
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Author: Josh Adams
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