Hand out thousands of "Scrolling Kills" stickers that don't mention the app

Kenneth Schlenker… app, which sounds completely stupid, but the most of interaction is that unlocking of that stone. When you get granted a new gemstone, because you've passed a new milestone. You've used the app for a certain amount of days, for example. You get to tap to crack the gemstone. That's the most loved interaction. People really remember this, talk about it, and really helps build the brand because this is what the kind of things that people remember.

Kenneth SchlenkerAnother example is, we try to do more things that are unusual or companies might not do normally. We have these stickers. I have one on my phone here. It says, "Scrolling Kills."

Kenneth SchlenkerIt's like a PSA, public service announcement. Actually, it does not mention Opal, which is also a controversial take. But we've distributed thousands of them to our customers, to users. We even bought this massive billboard in New York last year with the message, "Scrolling Kills."

Kenneth SchlenkerBasically, we want this message, we want this conversation to happen. We want to be the company that helps make these changes. That's another example. There's many, many smaller details inside the app in how we do marketing, partner with creators, partner with different artists that help, I think, build that brand, and make it strong.