Reddit and Burger King won Grand Prix in the Social, Influencer category at the Cannes Lions International Festival of Creativity on Tuesday—both for successful hacks that got people talking.
Rather than purchase a $5 million Super Bowl spot, Reddit aired a regional, five-second spot, “Superb Owl” Super Bowl spot from R/GA San Francisco, that became one of the most talked-about spots of the Big Game—receiving 6.5 billion impressions and written about by more than 300 news outlets.
Reddit’s spot capitalizes on how the social network made international news in the weeks before the game with the GameStop and Robinhood stock frenzy. “Powerful things happen when people rally around something they really care about," said Reddit. "And there’s a place for that. It’s called Reddit.”