Reddit is encouraging its users to get out and vote with its first brand marketing campaign.
Drawing inspiration from how Reddit users engage with one another on its channels—by upvoting and downvoting—the social media company used content from its online pages to encourage real-life voting.
The brand marketing campaign will include ads in print, online and out-of-home in New York, Houston, Chicago and Los Angeles through Election Day on November 3.
The campaign represents somewhat of a marketing pivot for the company that, separately, outright banned hate speech from its site in late June.
The ad campaign, called “Up the Vote” is part of its wider initiative to encourage users to vote in their local, state, and national elections. Reddit users cast more than 165 million votes across the site every day.
The campaign was created in partnership with R/GA San Francisco.
“While not originally planned as such, it feels fitting that our first ever marketing campaign is focused on something as intrinsic to Reddit as voting, while also serving a positive purpose for our larger, real world community,” Reddit VP of Marketing, Roxy Young said in a statement.