Reddit is perhaps best known for its ‘Ask Me Anything’ (AMA) sessions, which over the years have featured everyone from Bill Gates to Jerry Seinfeld answering questions from fans.
Audi recently got in on the AMA action too: last year, the company partnered with Reddit for the launch of ‘Think Faster,’ a branded video series that features celebrities answering questions live while riding at nauseatingly high speeds around a track in one of the automaker’s sports cars.
The first two installments of ‘Think Faster,’ created in partnership with San Francisco-based agency Muhtayzik Hoffer, featured Elizabeth Banks, Adam Scott, Issa Rae and Olivia Munn fielding questions from Redditors while attempting to keep their cool. Now, Audi is bringing back the series for a third spin, this time featuring chef David Chang and YouTube star Liza Koshy.
“For this iteration of ‘Think Faster,’ we decided to go with true changemakers,” said Ken Bracht, director of brand marketing at Audi of America. “We are really excited about David Chang and Liza Koshy for different reasons. They are both creating interesting conversations within their industries. We think the combination of both of them will appeal to both current and future Audi customers.”
Chang and Koshy’s AMAs will be shown via livestreams on YouTube, Twitter and Facebook, which will broadcast live from Audi’s Reddit profile page. The two will be riding in an Audi RS 5 Coupe.
According to Reddit, the episodes - which will air live on Thursday, May 24 - will appear in specific “subreddits,” the platform’s name for forums. For example, Chang’s AMA will appear in some of Reddit’s food-focused communities.
Audi’s third installment of ‘Think Faster’ will differ from previous ones since it’s the first to leverage native promoted posts in mobile, an ad unit for iOS and Android that Reddit rolled out in March. These ads are considered “native” since they include features similar to unpaid posts, like voting and commenting abilities. The campaign is the first major engagement-focused campaign to leverage native promoted posts in mobile.
Mobile has become increasingly important for Reddit in the two years since it launched official apps for iOS and Android. According to Reddit, its app is “by far the most popular way to browse Reddit” on mobile devices, as 41% of time spent on Reddit across platforms is within the app.
The third edition of ‘Think Faster’ will also be one of the first major brand campaigns to take advantage of Reddit’s recently redesigned website, which prioritizes images and videos.
For Audi, the hope is that these changes will help it better connect and engage with its target audiences on Reddit. While Chang and Koshy might not have the star power of their predecessors, Audi thinks their individual interests and talents will make for more “content focused” AMAs that are less reliant on celebrity status.
“From a messaging standpoint, we want viewers to get a feeling of what it’s like behind the wheel of an RS 5 Coupe at speed,” said Bracht. “Think Faster has become a platform for us to do so, while creating conversations with the most interesting people in entertainment in a new and engaging way.”