How Cash App is Using Educational Brand Campaigns to Protect Customers from Scammers

In today’s fast-paced digital world, scams and fraud are evolving as quickly as the technology we use. At Cash App, advanced security features are just one piece of protecting our customers; it’s also about awareness and education around the tools that help customers make safer decisions. That’s why Cash App is doubling down on its work to educate and protect customers from scams with a continuation of its Weird For Real campaign.

Following the success of last year’s Weird For Real campaign, which highlighted the strange and deceptive situations scammers create, this year’s initiative goes a step further and showcases Cash App’s built-in security features designed to keep your money safe and combat fraud in real time:

• Scam Warnings: AI-powered alerts flag suspicious activity before you send money.
• Cash App Card Lock: Allows customers to instantly lock their card if they suspect fraud.
• Transaction Authentication: High-risk transactions flagged by our machine learning models require the customer’s approval. These models are trained on multiple data sources, including historical scam reports submitted by our customers.
• One-Time Use Login Codes: Requiring a one-time login code adds an extra layer of protection to prevent unauthorized access.

The new campaign brings common scam scenarios to life, demonstrating how Cash App features thwart fraud attempts. Each 30-second video spot shows everyday situations where customers could be targeted:

• Payment Alerts: A couple tries to buy a puppy from a stranger, only for Cash App to halt the payment with a scam warning.
• Card Transaction Alerts: A stranger attempts to buy a dirt bike using a stolen Cash App Card but is blocked by transaction authentication.
• Card Lock: Someone tries to rack up dinner charges, but the transaction fails because the card has been locked by its owner.
• 2-Factor Authentication: In a record store, a scammer seeks a login code to hack an account, but Cash App’s verification steps keep it secure.

These engaging, relatable scenarios emphasize that scams can often be prevented with the right security tools and awareness, no matter how absurd they look in real life.

Cash App understands that engaging with customers means showing up where they are. This campaign targets contextually relevant places such as Reddit where we see customers go to seek information on sketchy situations. It also extends to large audiences, such as primetime NFL placements and Twitch streams, and other digital channels such as Netflix, Hulu, Tubi, YouTube, Tiktok and Meta. This approach ensures the message reaches a broad but targeted audience, especially Gen Z and millennials, who make up a significant part of Cash App’s user base.

Beyond product features, Cash App’s marketing efforts aim to foster financial literacy. Campaigns like Weird For Real and the recent That’s Money report not only entertain but educate, turning everyday moments into lessons about managing money responsibly.

In a world where bad actors constantly evolve, Cash App is committed to staying ahead—protecting customers through innovation and education. By continuing to highlight real-life scenarios and practical tools, Cash App empowers customers to navigate their financial lives confidently and safely.

This ongoing commitment to education is just one way Cash App is redefining how people relate to money, ensuring that customers stay informed, protected, and prepared for whatever comes their way.