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

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'The Great Reddit Caper' is the result of a collaboration between Ally, R/GA, MediaCom and Ally’s PR partner Tier One

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.

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Client: Ally Financial

Chief Marketing Officer: Andrea Brimmer

Senior Director Brand, Consumer Marketing and Research: Jennifer Brockington

Senior Manager, External Communications: Cristi Vazquez

Senior Director, Digital Marketing: Kevin Howard

Executive Marketing Director: Saloni Janveja

Director, Deposits Marketing Strategy: Megan Audette

Digital Marketing Director: Lisa Fulks

Social Media Director: Mackenzie Bright


Agency: R/GA

Group Executive Creative Directors: Rick Williams and Marcel Yunes

Creative Directors: Katie Facada and Thibault Gerard

Associate Creative Directors: Jonathon Shannon and Bede Gannon

Senior Copywriter: Lukas Pearson

Senior Art Director: Gage Young

Group Production Director: Lisa Greenleaf

Senior Producer: Jessie Morton

Managing Director: Ben Hall

Account Director: David Mintz

Senior Strategist: Maya Goldberg

R/GA Content Studio

Director, Content Studio: Chris Detoy

Executive Creative Director: James Dick

Creative Director & Senior Technical Director: Wing Luo

3D Art Director: Natasha Saenko

Senior 3D Artists: Cristina Kuong and Ivan Joy

3D Artist: Calvin Lee

Motion Design Director: Gavin Shapiro

Associate Video Editor: Christian Heilman

Senior Sound Designer: Pete Karam

Senior Content Producer: Purvi Sheth

Senior Manager, Business Affairs: Natalie Roback


Media: MediaCom

Ally Business Lead: Mariana Dimitrova

Media Director, Senior Partner: Robert DeSena

Director, Performance Media: Andrew Ettinger

Associate Director, Digital Investment: Sean Stapleton


PR: Tier One

Managing Partner: Sue Parente

Senior Director: Allison Salzberg

Categories: Banking, Finance

R/GA New York, Mon, 07 Dec 2020 11:46:52 GMT