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TL;DR: Coinbase partnered with Boundless to create four tiers of employee anniversary gift boxes. Each employee receives a unique code on their work anniversary that they can use to order their anniversary gift in the Coinbase employee store. The Coinaversary campaign was such a hit that Coinbase is already reordering kits and giving more tenured employees access to added perks


In 2021, Coinbase became the largest cryptocurrency exchange in the U.S. Although Coinbase is big today, it was a small, scrappy team when it was founded in 2012. Many employees have been with the company for years, and the brand wanted to recognize employees for their longevity with the company. Boundless found the perfect way to do something special for Coinbase employees at scale: automatically celebrate their anniversary with a gift box.

strategy & goals

Boundless worked with Coinbase to create an online gift shop where employees could order a high-value Coinaversary kit on their employment anniversary. Every month, the system generates codes and associates them with each employee’s ID number. If it’s an employee’s anniversary with the company, they receive a code that they can use to redeem for one of four possible kits in the Coinbase company store.

We set up a tiered rewards system where the value of the anniversary gifts increased the longer an employee was at Coinbase. While every box was different, each includes a collectible enamel pin for Year 1, Year 2, Year 3, and Year 4 anniversaries.


Coinbase received booming feedback from its team. In fact, the brand is already reordering kits to continue the program. It’s also working with Boundless to give longer-tenured employees the power to choose which tiered gift they would like to receive. 

What’s in the box: 

  • Year 1: Enamel Pin, Keychain, Socks & Insert Card
  • Year 2: Enamel Pin, Coinbase Sherpa Pullover & Insert Card
  • Year 3: Enamel Pin, Herschel Duffle Bag & Insert Card
  • Year 4: Enamel Pin, Sweatshirt Hoodie Robe, Suede Leather Moccasin Slippers & Insert Card
  • Years 5-10: Enamel Pin, Outside Company Gift, Option to order any of the other kits


Culture doesn’t happen overnight, but you can build a culture of appreciation by thanking your employees for their dedication. As it continues to grow, Coinbase plans to continue fostering connection and appreciation among its team members





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