I (MINI) choose you (Reddit)... to source custom, Pokémon-themed electric vehicle design ideas.
MINI and its agency Jung von Matt NERD are partnering with Pokémon on a capsule edition of the new Aceman electric car.
To drive awareness and excitement for this one-of-a-kind collaboration, MINI and crew tapped Reddit for a highly successful Engagement Prompt inviting our fiercely engaged users—from Pokémon fans to gamers to car enthusiasts—to take part in the design process.
Q&A with Toan Nguyen, Founder of Jung von Matt NERD
Reddit is one of the most important platforms for fandom, pop culture, and community-centric communication. Many brands underestimate not only the power, but also the community’s influence on brand credibility. It’s a hidden champ if you want to build brand equity in subcultures!
Toan Nguyen, Founder of Jung von Matt NERD, Partner of JUNG VON MATT GROUP
How did Reddit drive value for your business?
The value of Reddit was shown in many different layers of our campaign. While Reddit was the perfect place to be right in the middle of fandom communities and gain their trust, it was also a powerful way for us to get their feedback. We know how smart the community is and we didn’t want to miss any chance to show it. Fandom marketing is about communication at eye-level and genuine appreciation for the community.
Redditors adored the ad, lavishing it with awards and pouring into the comments with ideas and praise, resulting in an estimated 95% positive sentiment for the post.
How did you feel about redditors‘ response to the Engagement Prompt?
We were excited to see how involved and engaged people are on Reddit—especially considering that this was an advertisement—and how little negative response there was. We particularly enjoyed seeing responses sharing experiences related to the MINI, Redditors’ passion for Pokémon, and comments expressing how much people like the idea, the design, and the concept of the car and the toy packaging. This experience was something no other platform would ever be able to offer.
Anything else you’d like to share?
Community managers who know the language and culture of Reddit are essential to building trust, instead of just another advertisement. We saw this proven out by Redditors who at first might have disliked the Engagement Prompt, but quickly changed their minds after seeing the genuine involvement from us, the OP (Original Poster). They felt like we were one of them!
Sources: Kantar Lift, Reddit Internal