Toyota RAV4 Hybrid / Reddit Thread

RAV4 Hybrid's ideal audience hangs out on Reddit. It's also one of the most notoriously brand-hostile platforms. No big deal.

For the launch of RAV4's first hybrid, we took a shot at engaging with them and replying to their comments in near-real time. Sure we enjoyed it, but so did the audience. Which is probably why it became Reddit's most successful campaign to date.