USAT to Dominate Times Square with St. Patrick’s Day Digital Dollar Activation

On St. Patrick’s Day, as 2 million spectators flood the streets of New York City, USAT, a digital dollar issued by Anchorage Digital Bank, is taking over Times Square. The brand activation combines synchronized digital billboards with a street-level campaign designed to introduce digital dollar payments to a mainstream audience. The activation coincides with the New York City St. Patrick’s Day Parade, the world’s oldest and largest, drawing more than 150,000 marchers through the heart of the city.

The campaign will feature coordinated imagery across several of Times Square’s most recognizable digital screens, culminating in a synchronized share-of-voice takeover that transforms multiple screens into a single, unified visual, showing how digital dollars move between people in an instant. At street level, brand ambassadors will distribute 25,000 promotional postcards throughout Times Square and along the parade route, inviting passersby to scan a QR code to download the Rumble Wallet and claim $10 in USAT, free, right from their phone. The activation kicked off at 10 AM ET and ended at 11:59 PM ET.

The activation reflects a growing shift in fintech marketing toward experiential campaigns that translate complex financial technology into tangible consumer experiences, using high-traffic cultural moments and large-scale digital displays to capture public attention. The mechanic is simple by design. Scan. Download. Receive. It is the same technology that already moves money for more than 550 million people worldwide, now available to anyone walking through Times Square with a smartphone in their pocket.

Stablecoins are blockchain-based digital dollars designed to maintain a stable value while enabling instant, internet-native payments between digital wallets. They combine the price stability of traditional currency with the speed and programmability of blockchain networks.

“USAT builds on the principles that made USDT the most widely used stablecoin in the world,” said Paolo Ardoino, CEO of Tether. “Today, USDT is used by more than 550 million people globally, helping move digital dollars across the internet instantly and reliably. USAT brings those same foundations to a new audience, making it easier for people to experience how digital dollars can function in everyday life.”

“Times Square on St. Patrick’s Day is one of the most electric environments in the world,” said Bo Hines, CEO of Tether USAT. “We are not just running ads, we are handing people the future of money and letting them use it on the spot. This activation invites people to experience the next generation of money right on their smartphones. By pairing digital billboards with a dynamic street activation, we are turning a complex technology into something people can see, experience, and use for themselves.”

Digital dollars no longer require a tutorial. They require an opportunity. Large-scale activations like this have become an increasingly common strategy for fintech and technology brands looking to bridge the gap between digital infrastructure and mainstream awareness – and USAT is making that bridge as short as a QR code scan.

USAT is a digital dollar designed to maintain a 1:1 value with the U.S. dollar while enabling instant digital payments through blockchain networks. Send it, receive it, spend it – globally, in seconds, using compatible wallets and applications. Moving money should feel as simple as sending a message. With USAT, it does.