TL;DR:

• Rubic integrates over 70 blockchains and supports more than 15,500 assets for easy swaps across 220+ DEXs and bridges. To celebrate its 3rd Birthday, Rubic's marketing team planned a campaign to attract loyal users.
• Rubic faced concerns about protecting the campaign from Sybil attacks and low-LTV users.
• To address this, Rubic partnered with Nomis to implement Cross-Chain DeFi Score, which helps identify genuine campaign participants.
• With Score's ability to assess wallet activity across multiple blockchains and identify engaged users, Rubic achieved impressive campaign results and distributed tokens to the target users.

Partner

Rubic is a Cross-Chain Tech Aggregator for users and dApps that aggregates 70+ blockchains and testnets, while it enables swaps of 15,500+ assets with the best rates, highest liquidity, and transaction speeds — in one click, thanks to the integration of 220+ DEXs and bridges. They focus on adding new emerging chains, like zkSync Era, Polygon zkEVM, Mantle, Linea, and Base. Rubic's marketing team strives to manage all campaigns in the best way to increase ROI, attract only loyal and sticky users, keep them active and bring profit and benefits to both users and partner projects.

In September 2023, Rubic conducted a campaign dedicated to their 3rd anniversary. The campaign consisted of 4 week events involving Rubic’s key partners’ participation: zkSync Era, Mantle, Linea, and Base. Rubic offered users the opportunity to earn an airdrop together with a share of a 1.8M+ RBC reward pool by using each blockchain per week: swapping to/from/on Base, Linea, Mantle, and zkSync Era. Users had to accumulate points and activate their wallet with an 'all-in-one' experience across leading blockchains, their bridges, & DEXs — enabling seamless token swaps while bridging. The campaign was available on Galxe, Intract, and QuestN and Rubic’s website.

The main goal of the campaign was to bring high value to partners and rewarding experiences to participants — in general, demonstrate the strong product traction, which always depends only on user activity, and which is very easy to fake. As the Rubic campaign had been conducted multiple times, the marketing team has extensively observed the effectiveness and fairness of each campaign. They identified the presence of numerous bots and irrelevant users, which led to a decrease in the return on marketing budget compared to campaigns run before the Sybil era. By the way, we have already described the affect of Sybil attacks on the projects: How to make your ecosystem Sybil resistant.

Problem

That’s why Rubic faced a challenging question:

<aside> <img src="/icons/help-alternate_lightgray.svg" alt="/icons/help-alternate_lightgray.svg" width="40px" /> How can they safeguard their marketing campaign from Sybils and low-LTV users in order to enhance ROMI and incentivize only genuine contributors and target users?

</aside>

The team has implemented several mandatory actions for participants. Once these conditions are completed, participants become eligible for the promised rewards.

• Complete cross-chain and onchain swaps via partners’ products
• Like and retweet the Rubic’s campaign announcement post on Twitter
• Follow Rubic’s Twitter account and join Rubic’s Discord server
• Follow partners’ Twitter accounts

These actions could have provided Rubic with excellent campaign results, if the risk of being attacked by Sybils wasn’t too high. Sybils takes the first step by creating numerous accounts and wallet addresses to maximize their gains from campaigns and quests. It's a familiar tale, yet not everyone is committed to combating this issue.