Too late. They most likely missed the crypto train. Banning crypto ads and accounts damaged their reputation and it wasn't already in a good shape before it.
It will still create some hype however. It still has a name which is worth millions of dollars. Just a name...
What might happen more if they adopt bitcoin as their currency? And that's the point. Why not adopt bitcoin as their currency? they don't even need to create a new coin for the sake of their name, partnership with a crypto with also have the crunchy name will be a good thing to wait up in the crypto world and the social media.