Cboe | HOOD Summit
Opportunity
As the primary exchange sponsor at the inaugural HOOD Summit in Miami for Robinhood’s most active users, Cboe and tms had the chance to introduce and inform attendees about index options through a memorable, hands-on format.
The HOOD Summit was Robinhood’s first-ever customer-focused conference geared towards active traders. Taking place in October 2024, the summit featured the latest advanced trading products, covering markets and the latest innovations in financial services.
Approach
tms partnered with Cboe to develop an on-site, interactive experience aimed at helping traders understand index options. The activation was centered on a striking visual concept: a wall filled with plain white sneakers to symbolize limited investing choices, contrasted with a single, vibrant, custom-designed pair of Cboe shoes to illustrate that “life is better with options.”
After scanning a QR code with their mobile devices, participants were taken through an engaging digital walkthrough highlighting the key benefits of Cboe’s index options, such as tax advantages, cash settlement, global trading hours, and protection from early exercise. Completing the experience earned attendees a gift card to design their own sneakers, plus a gift bag featuring ticker-patterned shoelaces and a link to a comprehensive guide to index options.
Outcome
At the 2024 HOOD Summit, Cboe delivered a standout brand experience that combined education, interactivity and strategic product exposure. Of the 713 attendees, 583 completed the interactive QR code journey, demonstrating strong interest in index options and the Cboe brand. Attendees not only deepened their understanding of index options but also walked away with a personalized, branded memento, further cementing their connection to Cboe.
While index options had only been live at Robinhood for a few months, the response has exceeded expectations. “The ramp up was greater than expected,” said Dave Howson, Cboe’s Global President, noting that retail traders are already tapping into the “full breadth of the toolkit” across Cboe’s index options lineup.
Cboe and tms were recently recognized for the HOOD Summit activation, taking home gold at the 2025 Marcom Awards and bronze at The Association of National Advertisers (ANA) 2025 ANA B2 Awards. These recognitions exemplify how creative, data-driven marketing can drive adoption, elevate brand equity, and deliver measurable business impact.
Results
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Cboe wins bronze at ANA B2 Awards for its HOOD Summit activation
The Association of National Advertisers (ANA) recently announced the winners of the 2025 ANA B2 Awards, with Cboe taking home bronze. This award recognizes the best in B2B marketing excellence, and winners were announced at the gala event on June 3.
Cboe was recognized for its index options activation at the inaugural HOOD Summit, challenging traders to think differently about investing.
As the exclusive exchange conference sponsor at the HOOD Summit for Robinhood power users in Miami, there was an opportunity to educate those who were not familiar with index options in an engaging way. Robinhood announced at the conference that index options were coming to the platform for the first time, with attendees gaining early access.
tms collaborated with Cboe to create an interactive activation designed to educate traders about index options. The experience was built around a clear visual metaphor: a physical wall of all white sneakers representing limited choices – contrasted with a singular, bold, customized pair of Cboe shoes to represent that “life is better with options.” Cboe associates also wore the customized shoes throughout the event, helping visitors see how Cboe’s index options stand out when it comes to investing.
After scanning a code on their phone, attendees were guided through a digital experience showcasing the advantages of Cboe’s index options – including tax efficiencies, cash settlement, global trading hours, and no early exercise. Those who completed the journey received a Nike gift card to customize their own shoes, along with a gift bag containing ticker-printed shoelaces and a link to an in-depth index options guide.
This recognition is a proud moment for both Cboe and tms – Together, we transformed a complex financial product into a memorable experience that sparked curiosity and drove real engagement. By blending creativity with education, we helped Cboe stand out in a crowded space and reminded traders that life really is better with options.
Congratulations to Cboe and all the other 2025 ANA B2 Award winners – to view the full list of winners, visit ANA’s website.
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