Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign
Date
2023?
Authors
Tinti, Bernardo
relationships.isContributorOfPublication
Gibbons, María Amelia
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad de San Andrés. Departamento de Economía
Abstract
This thesis explores the impact of a sign-in bonus campaign on mobile app usage, using Coinbase’s
2022 Super Bowl marketing campaign as a case study. Marketing campaigns can affect
user behavior over different stages of their “customer journey”: getting to know the app, downloading
and engaging with it. Based on user activity daily data and using the synthetic control
method for rigorous impact evaluation, we find that the campaign had a significant short-term
effect on app downloads, but no effect on posterior user engagement. These results cast doubts
on the profitability of such marketing strategies.
Description
Fil: Tinti, Bernardo. Universidad de San Andrés. Departamento de Economía; Argentina.
Keywords
Citation
Tinti, B. (2023). Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign. [Tesis de maestría, Universidad de San Andrés. Departamento de Economía]. Repositorio Digital San Andrés. http://hdl.handle.net/10908/23347