Ally Financial Propositions Redditors to Make Their Reddit Gold 'Work Smarter at Ally' in New Campaign

In an activation called 'The Great Reddit Caper', Ally Financial became the first official bank to accept Reddit Gold, offering back Argentium (a super-high value currency worth 40x Gold) in return. Creating a history-making 'gilding' frenzy for the platform.

The 'bank' manifested as a simple Promoted Post, propositioning Redditors to make their Reddit Gold 'work smarter at Ally' - a nod to Ally’s latest campaign - by simply gilding Ally’s post with Gold, immediately receiving Argentium in return.

The result: 'Ally’s Great Reddit Caper' is already the most Gold-awarded Promoted Post in Reddit’s history, smashing the previous record 40-fold in just three days. And it was the most Gold-awarded post outright on Reddit in all of 2020. Redditors, notoriously allergic to brand involvement and advertisements, surprisingly rallied around the activation in droves – calling Ally everything from 'Reddit Jesus' to 'marketing geniuses'.

Reddit, for non-Redditors, is a platform built on community and reputation, often called 'the front page of The Internet.'

The caper is the result of a collaboration between Ally, R/GA, MediaCom and Ally’s PR partner, Tier One. It has got the halls of Reddit buzzing with excitement for what’s next from the digital banking pioneer.