Fintech has been quickly becoming one of the most dominant global markets, only accelerated by the COVID-19 pandemic. Contactless and mobile banking has made financial management much safer, easier, and more convenient for many across the world and startups have sprung up in essentially every corner of the globe. Now, not only are investors from tech prominent regions such as Silicon Valley getting in on the action, but even those in the entertainment industry are using their large platforms to endorse fintechs to their followers. Jimmy Donaldson, known online as MrBeast, is an American YouTuber who has skyrocketed in popularity over the past few years with his insane videos capturing audiences from around the world. He started his channel only a few years ago and now has over 60 million subscribers on YouTube, making his channel one of the fastest growing in the platform’s history. His videos are typically ridiculous challenges that he does with the help of his friends, such as being buried alive for 50 straight hours or a game of tag for a $100,000 (€82,780.02) prize, just to name some of his most recent videos.
In some of his videos he takes a minute to discuss a sponsor, and one of the most recent from this year is fintech company Current, which is a digital bank mainly targeting a younger demographic, which is mainly the demographic that watches his content. According to an article by Tubefilter, Current is actually “the first banking app to offer credit card-esque reward points for checking accounts and debit cards”. In one of Donaldson’s most recent videos, “I Put A $100,000 Bounty On My Head”, in which he hired a professional bounty hunter to team up with his friends to try to catch him in an intense race with a backpack full of the cash prize, he takes a minute mid-chase while hiding to mention that he will send $1 to the first 100,000 people to sign up for Current using his promo code. Current allows its users to earn rewards points by just using the card in ways they normally would, such as depositing a paycheck or using the card for purchases. Once enough points add up, they turn into cash rewards available to the user straight from the mobile application. However, in spirit of their collaboration with MrBeast, they have designed a limited edition hoodie that can be purchased with 500,000 reward points, and not bought any other way, encouraging users to use the card as frequently as possible. This collaboration seems as if it will be a long-standing effort, which can be an exciting opportunity for his fans and content creators as a whole.