Pharaoh Exchange: Anniversary Campaign & Livestream
Anniversary Campaign & Livestream
Overview
To celebrate the first anniversary of Pharaoh V3, Phoenix delivered an anniversary campaign combining creative direction, social and community engagement, and livestream production. The campaign featured four competitions, a three-hour livestream, five key speakers and a $10,000 prize pool, generating 400+ user-generated-content competition entries and more than 1,300 livestream viewers.
Phoenix has partnered with Pharaoh Exchange for several years, supporting its marketing and community growth as it has developed into the #1 DEX on Avalanche by trading volume.
The campaign featured four competitions, a three-hour livestream, five key speakers and a $10,000 prize pool. A week-long campaign generated 400+ user-generated-content competition entries, with participants creating and sharing original assets on X. The main livestream event peaked at more than 1,300 viewers.
The Challenge: Turn a product milestone into a community event
The first anniversary of Pharaoh V3 was an opportunity to celebrate the platform's progress and build awareness of its future roadmap plans, including tokenised US stocks.
The initial idea was to host a livestream alongside a series of competitions. Delivering the campaign required more than the event itself: it needed a coordinated programme of creative production, speaker management, competition logistics, social promotion and community engagement.
Phoenix worked with Pharaoh to turn that initial idea into a campaign that could engage the community before, during and after the livestream.
The client:
Pharaoh Exchange
Pharaoh Exchange is a decentralized exchange (DEX) built on the Avalanche blockchain. Its public DeFi Llama profile has tracked more than $32 billion in cumulative trading volume, with Pharaoh establishing themselves as the largest liquidity layer for the Avalanche ecosystem.
Phoenix has worked with Pharaoh for several years as its marketing partner, supporting its marketing activity, community engagement and wider growth. This long-standing relationship has given Phoenix an understanding of Pharaoh's brand, community and place within the Avalanche ecosystem.
The first anniversary of Pharaoh V3 marked an opportunity to build on that relationship and bring the community together around a significant product milestone. Rather than simply looking back at the year since V3 launched, the aim was to create an event that celebrated the platform's progress, encouraged active community participation and built awareness of what was coming next.
The campaign also coincided with announcements about tokenized stocks and other real-world assets (RWAs) planned for Pharaoh. It gave the community a reason to celebrate how far Pharaoh had come and look forward to what the next chapter will bring.
The approach: Build the event around participation
Phoenix developed the initial concept into a coordinated campaign built around a three-hour livestream, four competitions, five key speakers and a $10,000 prize pool.
Campaign planning and creative direction
Phoenix managed planning and coordination, built the campaign timeline and organised the marketing and creative assets needed to deliver the event. Our team developed the creative direction and produced promotional banners, social graphics, competition materials and branded livestream assets.
Phoenix also created the livestream's visuals, including screen overlays and filters.
Four competitions to encourage community participation
The competitions were central to the campaign. Rather than asking people only to watch the livestream, Phoenix created four formats that required participants to make and submit original artwork and videos. Entrants shared their work on X, helping turn participation into a stream of community-created content.
1. Pharaoh artwork and mascot
This competition invited participants to submit original artwork inspired by Pharaoh, with AI-generated artwork excluded. Prizes of $500, $250 and $100 gave artists an incentive to contribute their own interpretations of the brand.
2. AI and video entries
The third competition gave participants a broad creative brief: make something for Pharaoh using AI or video. With prizes of $1,000, $500 and $250, it encouraged a range of original media rather than a single format, letting the community go crazy with their imaginations.
3. AI video featuring LHB Crypto
Participants were asked to create AI videos featuring co-founder LHB Crypto. The first-place prize was LHB's Blastoise trading card, with cash prizes of $250 and $100 for second and third place.
4. Happy birthday to Pharaoh
The final competition asked participants to create a video between 10 and 15 seconds long. With a deliberately open brief, this gave people room to interpret the anniversary in their own way, with $500 awarded to the winner.
Make it easy to participate and share
Phoenix also built a dedicated anniversary landing page at pharanniversary.xyz. Visitors could add their X handle to a personalized anniversary card, download it, share it on X to RSVP for the livestream.
The personalised card offered a simple, low-friction way for community members to show support and the anniversary. Phoenix promoted the campaign through Pharaoh's X channels, contacted KOLs and influencers directly, prepared shareable community assets and managed community engagement and moderation.
The campaign built towards the livestream through event announcements, individual competition posts, deadline reminders and a final promotional push. This gave people several ways to discover the campaign, choose a competition, share their work and join the live event.
Coordinate the livestream and ecosystem speakers
The livestream took place on 9 October, starting at 5pm ET and running for three hours. Pharaoh's founders, LHBCrypto and TopGunHatch, hosted the event.
Guest speakers included Matt Schmenk, Business Development at AvaLabs; Frost Ledger, Chief Investment Officer at the Avalanche Foundation; Rabi, CEO of Avax HEFE; and Keccak Dog of Ramses Exchange. MakoorX sponsored the event.
Phoenix coordinated speakers and managed the livestream setup, technical production and timings, including branded visuals, transitions, programme coordination and competition winner announcements. The format brought ecosystem discussion and community-created work into the same event.
Phoenix also handled post-event content and performance analysis, extending the work beyond the live broadcast and giving the team a basis for reviewing the campaign.
The results: 400+ UGC competition entries
The campaign generated 400+ competition entries across the four formats. These were UGC submissions: participants created assets such as explainers, artwork and videos, then shared their contributions on social media to enter. The result was not just a list of registrations; it was community-created content tied to the event.
user-generated-content competition entries shared on X before the event
livestream attendees during the event
increase in profile visits
increase in shares
increase in followers
increase in engagement
increase in reposts
increase in bookmarks
What the campaign demonstrates
The Pharaoh V3 anniversary shows how a product milestone can become a wider community campaign when the event, creative work and participation mechanics are planned together.
Phoenix delivered the campaign from planning through post-event analysis, covering creative direction, design, social promotion, competition management, influencer outreach, community moderation and livestream production. The four competitions gave community members a concrete reason to create and share original work; the landing page made it easier to promote the anniversary; and the livestream brought speakers, creators and winners together around the milestone.
Client perspective
“Phoenix took our initial idea for the V3 anniversary and turned it into a fully realised event. They managed everything from the creative and competitions to community engagement and livestream production, helping us bring the community together to celebrate the milestone. The campaign generated more than 400 competition entries, with participants creating and sharing content rather than simply signing up.”