If you cannot answer the question, “What does the blockchain do?” you are not alone. Meme coins, fake economies, inflated hype, and clunky tech abound. That’s until you meet Algorand, the blockchain that leads the category in real-world utility. We needed a guerilla-style self aware moment for a category that takes itself very seriously. We decided to put the best of Algorand on display and humorously and succinctly answer the question most had stopped considering: Can a blockchain do that?

The guerilla tactic

It might have seemed counterintuitive to pitch the most web2 solution for a web3 problem, but for our audience, it worked. We met the blockchain apathetic on the old web, and gave them a cheeky URL to bring to Thanksgiving, and hopefully their bosses and key decision makers looking to disrupt their tech stack across industries.

The URL was a hit - and a clapback to the haters asking on X and Reddit whether or not any blockchain ecosystem had actually delivered on its promise. Unprompted, the Algorand community and the greater blockchain ecosystem shared the URL across channels as it became a gratifying receipt for web3 believers. Within the first month, over 100,000 people visited the site, weeks before paid initiatives ramped up.

A rallying cry for an ecosystem: algorand can

Existing Algorand ecosystem builders and entrepreneurs needed to feel inspired to be Algorand's loudest advocates, so we gave them something to get excited about. We launched dozens of custom cans celebrating their successes. We tagged them in posts accompanying ridiculous artwork, literally, of Algorand Cans. This web3-minded move sparked an organic conversation, inspired user-generated participation, and heroed technical wins across the ecosystem. We even took the gag further and fabricated custom cans to support the brand at events around the globe.

Most importantly, the community took it and ran, spinning up their own cans thanks to platforms like Midjourney and Adobe Firefly.