Hack de Contenido — MetaMask × Guava

The Concept

It started with research. Guava's first Insight Report on Mexico, featuring MetaMask, mapped the cultural, economic, and creative forces shaping crypto adoption in the country. Hack de Contenido was the experiment that put those insights into practice.

Unlike traditional hackathons that focus on code, this one invited creators to tell stories. The guiding question: what if we brought LATAM creators together to tell a story around MetaMask's new product, the Crypto Card?

The timing was deliberate. With Bitso discontinuing its card offering, the market had an open seat — and Stablecoin Conference Week concentrated leaders across stablecoins, on-ramps, off-ramps, and institutional partners in Mexico City. The hackathon put community voices in the middle of that moment.

A hackathon for creators and community builders — audiences often excluded from technical hackathons.

The Program

Hack de Contenido — Hybrid Content Hackathon

5 days · Hybrid Hackathon

Builders Day — with Ethereum Mexico & Geode Works

IRL · CDMX Workshop

VIP Hot-Air Balloon — Teotihuacán

Closing experience Activation

Results

Metric	Result
Days of programming	5
Participants	47, from across Latin America
Submissions	34 — videos, memes, and strategies
Builders Day attendance	30+ guests, 60+ RSVPs
Judging panel	5 judges · 4 winners recognized
Product outcome	Card sign-ups + significant product feedback for future improvements

Submissions tackled stablecoins, everyday crypto use cases, and community education — all grounded in Mexican culture, humor, and style. Builders Day introduced the MetaMask Card to crypto-curious participants and previewed Ethereum Mexico's flagship event on the road to Devconnect.

The week closed with a VIP hot-air balloon experience over the pyramids of Teotihuacán — community, learning, and expansion, literally elevated.

Hot-air balloons floating over the Pyramid of the Sun at Teotihuacán at dawn

Looking over the balloon basket edge at the Teotihuacán valley dotted with hot-air balloons

Two team members in the balloon basket with the Pyramid of the Sun and balloons behind them

The VIP close — sunrise over Teotihuacán

Key Learnings

Culture is not generic. Most crypto marketing remains an afterthought. Effective entry into Latin America requires fluency in both language and cultural nuance.
Community is not automatically scalable. It is built through authentic moments, not metrics.
Marketing is not optional. Strategic storytelling is essential for adoption — successful product launches require stories, creators, and community, not just decks.

Culture, when leveraged authentically, builds momentum faster than code.

Hack de Contenido was a spark and a proof of concept: local talent in Latin America is ready to lead — it needs opportunity, not permission. Next up: a LATAM creator and ambassador network, and future activations scoped for Colombia, Brazil, and Buenos Aires.

Scope of Work

Concept and experiment design, grounded in the Mexico Insight Report
Partner coordination — MetaMask, Ethereum Mexico, Myosin, Geode Works
Hybrid hackathon production across 5 days of programming
Builders Day IRL event production in Mexico City
Creator outreach and targeted marketing across LATAM
Judging operations — 5-judge panel, submission review, winner selection
VIP closing experience — Teotihuacán hot-air balloon
Recap report, metrics, and social amplification