Dive Brief:
- Japanese car brand Nissan wanted to promote its new car, the Versa Note, on Reddit, but knew the audience was notoriously wary of advertising — so the automaker decided to try and buy their love.
- The Versa Note is the first car to be sold on Amazon, so Nissan started asking Reddit users what they would like from Amazon before buying the items for them.
- Naturally, Reddit users reacted with overwhelming positivity to the move, with the car brand receiving 1,500 comments and users responding well to the two Nissan community managers involved.
Dive Insight:
The key to success on Reddit seems to be transparency. For other brands that have seen success on the site, like 1-800-Flowers and Fathead, the campaigns have been completely transparent and have not tried to control the conversation. Of course, it doesn't hurt that Nissan was giving away free stuff. At the end of the day, while it may give consumers a more positive view of the company, does this campaign really matter if Nissan bought all of this stuff for people who might not have any intention of buying their car?
