Brands are understandably wary of reddit, whose users can be notoriously hostile to advertising. So Nissan decided to go the old fashioned route to loyalty: buying it.
The Japanese automaker recently risked humiliating their brand in order to promote its new car, the Versa Note, the first vehicle available for purchase on Amazon. To hype the occasion, two Nissan Community Managers asked reddit users last Thursday to request an item they would like from Amazon – and then promptly began buying those items for them.
Nissan received over 1,500 comments and requests on the post and ended up treating redditors to 30 months of reddit gold (the website’s premium membership), and a long list of items ranging from a Nexus 10 to 4,500 ladybugs.
While the overall conversation was positive, there were some predictably tense moments. Redditor _watching asked Nissan for “Love.” Nissan community manager “Natalie” gave the witty response: “If only that was possible. You can’t buy love, even on Amazon :( But if love was an object, hypothetically found on Amazon, what would it be?”
To which redditor nacco532 replied “Isn’t Nissan trying to buy love from redditors right now?” Zing!
Still, the general reaction was overwhelmingly positive. Nissan’s community managers were clearly fluent in the lingua franca of reddit, flirted and engaged with many participants over the course of the event. The company bought redditors access to a month of reddit’s premium membership as the default award for ridiculous requests like gold plated toilet paper and an $800,000 painting.
Victoria Taylor, reddit’s director of communications, told Digiday that Nissan’s reddit adventure was one of the best campaigns the site has seen in a long time.
“The community really responded well to the two community managers,” she said. “We didn’t expect the community to rally around them the way they did.”
Taylor said other brands like 1-800-Flowers.com and Fathead have had some success on reddit as well. But the key to dealing with user generated content, she said, is that brands must be transparent and accept that they can’t control the conversation. In that regard, Nissan also bought itself a reddit win.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.
Foot Locker is showcasing staffers, popular musicians through social media and digital out-of-home to appeal to Gen Z
The shoe store chain is doing so in order to strengthen the relationship between the company, its employees and its consumers, all while celebrating and driving sneaker culture globally.
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.