See the following story from Australia:
https://www.cnet.com/news/bitcoin-boost-australia-cryptocurrency-competition-boost/Australian juice company Boost is giving away four bitcoins -- one a week, for four weeks -- to those who buy some juice and enter a code in the Boost app.
In the past, these marketing camapigns would feature a holiday they were giving away if your bought the product and entered the codes. Now it's bitcoin.
Lots of investor are now using this bitcoin through their own business. In the last years of this bitcoin we can see how progress it gives to the owner of a business thats the reason why they contnue using it and influenced other to used this bitcoin as their profit.