During the Super Bowl LV, Reddit surprised the viewers with a five second ad that referenced the company’s involvement in the GameStop and AMC Entertainment stock market frenzy.
The slate run by the Conde Nast owned platform had to be paused in order to be readable.
The advertisement was part of the CBS Super Bowl LV telecast, but, it has also aired on CBS O&O in New York, Los Angeles, Chicago, Dallas, Atlanta, San Francisco, and Washington D.C.
Roxy Young, the chief marketing officer of Reddit said
“This ad is ultimately a celebration of Reddit communities, and an aptly-timed reminder that when people come together around their passion, powerful things can happen. We see this play out on Reddit, on varying scales, every day and it’s been so fun to see more and more people experience this in the past few weeks.”
Over the past week, the stock market trading campaign by Reddit propped up stocks for GameStop and AMC Entertainment.
The ad opened up as if it was an SUV commercial before shifting to the tittle that said
“Wow, This Actually Worked,”
And was later followed by “if you’re reading this, it means our bet paid off.”
According to Reddit, they decided “to spend our entire marketing budget on five seconds of airtime.”
On the events of past week, Reddit said that they demonstrate that the “underdogs can accomplish just about anything when they come together around a common idea.”
“Who knows, maybe you’ll be the reason finance textbooks have to add a chapter on “tendies,” was written in the slate.
The ad was developed by brand marketing agency R/GA in an ‘unusual format to get attention’. The head of media and connections of R/GA, Ellie Bamford said that
“We knew we had to break the mold and disrupt the current ad model. It wouldn’t be very ‘Reddit’ if we didn’t. The standalone 5-second spot in the big game not only piqued curiosity in real time, it continues to inspire people to build powerful communities around their passions. That’s a big impact in 5 seconds.”