Tessa Everly
Kia has creatively engaged with Reddit’s audience by introducing a unique twist on the popular Ask Me Anything (AMA) format during the WNBA All-Star Weekend in July. This initiative is part of a broader strategy to connect with Reddit’s vibrant community and its dedicated users. The event featured WNBA player and ESPN analyst Chiney Ogwumike and garnered impressive engagement, with 61,000 views and 354 upvotes within just 72 hours, according to data shared with Marketing Dive.
The “Ask Me Anything: Claw Edition” represents a pioneering effort for an automotive brand, as it marked the inaugural video AMA hosted during the WNBA’s All-Star Weekend. During the live stream, Ogwumike addressed questions submitted by Reddit users while engaging with a Kia-branded claw machine, adding an entertaining element to the interaction.
Reddit is actively positioning itself as an appealing platform for brands, aiming to attract more advertising investments. By optimizing the process for hosting AMAs, which have enjoyed popularity since the early 2010s, Reddit has created opportunities for marketers to connect with its users effectively. This strategic move is designed to facilitate and enhance interactions between brands and the Reddit community.
Typically, AMAs feature a celebrity or notable figure responding to questions from Reddit users in real-time. Kia’s AMA took a different route by selecting and pre-screening questions, allowing the brand to maintain greater control over the narrative. To add excitement, Ogwumike shot basketballs into a miniature hoop after answering each question, with successful shots contributing to a donation of $20,000 to the clothing charity One Warm Coat.
Marketing on Reddit can be challenging due to the platform’s community-driven nature, which leads some brands to hesitate in their approach due to safety and reputation concerns. Despite this, with an impressive 126.8 million daily active users, advertisers are increasingly seeking ways to tap into Reddit’s largely unexploited audience, particularly as the platform gains traction in discussions about artificial intelligence.
Since its public offering in 2024, Reddit has seen advertising revenue become a crucial factor in its financial success. In the first quarter, the platform reported $663 million in total revenue, with $625 million stemming from advertising, as indicated in an earnings report. During this period, ad revenue surged by 74% year-over-year, surpassing overall revenue growth by five percentage points.
Kia has broadened its investment in the WNBA following a renewed partnership agreement with the league and the NBA, effective through 2025. This agreement allows Kia to engage with fans at events such as the WNBA Live fan festival, held concurrently with All-Star Weekend. the partnership provides the brand with enhanced access to talent for content series like “Inside a Kia.”
Kia is not alone in exploring innovative marketing strategies on Reddit. In February, Dove launched a campaign focused on transparency, showcasing real user feedback—including negative reviews—of its Intensive Repair 10-in-1 Serum Mask, creatively integrating these insights into their promotional content.
Troy Sanders
Ivy Caldwell
