Volvo’s Reddit Campaign Calls on Community to Share Terrifying Car Crash Stories

‘A Million More’ encouraged users to talk about how safety belts saved their lives

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When Volvo’s marketing team was considering how to spark a conversation about the brand’s safety record, Reddit might have seemed like an odd fit, but to the Swedish automaker, the connection felt natural. 

For one thing, ensuring safety is an attribute for which both brands strive to be known. But Reddit has become a place where Volvo has a fanbase: The subreddit devoted to the car company has 41,000 users already talking about the brand. So posting an activation on that platform allowed Volvo to target an already engaged community of fans and encourage participation at scale. 




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