# Marketing is a Culture Game, And We Just Found a Better Way to Play > The Mexico City experiment that flipped the crypto growth playbook. Canonical URL: https://myosin.xyz/thinking/marketing-is-a-culture-game-and-we-just-found-a-better-way-to-play Last updated: 2025-07-30 Publisher: Myosin.xyz - Author: Estefania, Events Lead - Published: 2025-07-30 - Topic: [Archive](https://myosin.xyz/thinking/archive) - Reading time: 3 min *Written when Myosin worked mostly with fintech and blockchain companies. Kept in full, because the history is ours.* **The Marketing Hack with [Stellar](https://betteron.stellar.org/)** wasn’t your average crypto event. No hackathon bloat. No endless pizza. No 3-hour monologues on gas optimization. Instead: Over 500 live viewers, 59 participants. 27 submissions. 3 tracks. 2 days. And one big question: **What if marketing was the product?** That question turned a last-minute event into a prototype for something way bigger: a new model of community-led GTM in crypto. Less dev worship, more creative rebellion. Less “growth hack,” more *growth culture*. And it started in the heart of Mexico City. ![](https://cdn.sanity.io/images/3ovh9324/production/d19d7389ae654c1eacd50f0359c340cbeed8c8bf-1200x675.png?w=1600&fit=max&auto=format) ### Why This Wasn’t Just Another Hackathon Typical hackathons ask people to ship code. We asked them to ship culture. This was a marketing hackathon in the purest sense: a full-stack sprint for onchain storytellers. Designers, brand strategists, creators, and community leads showed up to build not MVPs, but market-ready narratives. Not dApps, but distribution plans. And it worked. Really well. The ideas weren’t just good, they were *alive*. They spoke in memes, mascots, colors, slang. They didn’t pander to “emerging markets” tropes or over-explain what stablecoins are. They just *got it*. ### Real Projects, Real People, Real Resonance **We saw a fake podcast turn into a real GTM strategy.** **Mini Vecindad** took inspiration from *El Chavo del Ocho* to turn dry financial education into something deeply nostalgic, wildly fun, and instantly recognizable. Not only did it win the Content track, it showed us that “edutainment” doesn’t have to be cringe. ![](https://cdn.sanity.io/images/3ovh9324/production/73e2d4304a7ce37ae336fb5846815037c2214fa8-1124x1302.png?w=1600&fit=max&auto=format) **A mascot became a movement.** **I Am Ancrita** wasn’t just a cute character. It was a fully realized GTM strategy: catchy, musical, cross-platform. The kind of campaign that could span generations and spark adoption without feeling like a sales pitch. It earned top honors in the Strategy track for a reason. ![](https://cdn.sanity.io/images/3ovh9324/production/74f3c1e006da0956e4c88338a8e31999e76bd48a-1600x899.png?w=1600&fit=max&auto=format) **Design met trust, head-on.** **Tu Lana Digital** created a clean, regionally fluent design system grounded in accessibility and digital familiarity. It won the Design track and took second in Strategy, not for flash, but for being something real-world deployable today. Etherfuse is already exploring next steps. ![](https://cdn.sanity.io/images/3ovh9324/production/3c1614144e9e90a473d57af8568da8e250611e63-1600x897.png?w=1600&fit=max&auto=format) And then there was **MXNe: Valor Real**, a stablecoin campaign rooted in Mexican identity and history. No cliches. No hype. Just quiet, powerful pride. The kind of work you can build trust on. ![](https://cdn.sanity.io/images/3ovh9324/production/145f3183473994d6b864cfe03034be427cd8056e-1600x863.png?w=1600&fit=max&auto=format) ### What We’re Actually Building We didn’t come to Mexico to run a one-off event. We came to test a thesis: **If you want real users, start with real culture.** The Marketing Hack with Stellar gave us: - Spanish-language content on marketing best practices - A network of brilliant LATAM creatives ready to work - A live case study in how to run GTM sprints that don’t suck - Momentum we didn’t ask for, but now can’t ignore The success wasn’t in the submissions alone. It was in the energy of the room when judges flipped through ideas. In the laughter when someone nailed the tone. In the way people looked around and felt, *“Wait…we can do this here?”* Yeah. You can. And you should. ### So What Now? This isn’t just about Stellar. Or Mexico. Or even marketing. It’s about building a different future for crypto, one that doesn’t treat culture like an afterthought. If crypto is supposed to be global, borderless, and community-owned, then your GTM needs to look like it. And that starts with putting creative leadership in the hands of the people who *actually live* in the markets you say you want to serve. No more “localization.” No more parachuting in polished campaigns from HQ. This is about building **with**, not *for*. It’s about making marketing a native part of the stack. It’s about proving that *go-to-market* is just as technical, creative, and foundational as code. It’s about creating infrastructure for adoption, not just protocols. The next billion users don’t care about your TVL. They care about whether what you’re building speaks their language, gets their jokes, and solves their problems. So let’s stop pretending growth is just a numbers game. It’s a culture game. And we just found a way to play it better. ## Related - [Is Forward Deployed Marketing Right for Your Growth Team?](https://myosin.xyz/thinking/forward-deployed-marketing-right-for-your-team): Is Forward Deployed Marketing right for your growth team? Learn when FDM can help address a growth constraint and build lasting GTM capabilities. - [How to Build an AI GTM Strategy Around a Sales Motion That Already Works](https://myosin.xyz/thinking/build-ai-gtm-strategy): Build an AI go-to-market strategy around a proven B2B sales motion. Choose workflows, preserve judgment, and measure commercial progress. - [ether.fi Summer: How Myosin Built a Month-Long Product Launch](https://myosin.xyz/thinking/etherfi-summer-product-launch-campaign): See how Myosin structured ether.fi Summer into a three-phase product launch campaign, generating 1.28 million impressions across 31 posts.