This reddit case study focuses on Crypt Of The NecroDancer, a computer game that employed exemplary community management to help drive positive and constructive discussions within its ad. The Crypt Of The NecroDancer ad gave a simple explanation of the game and directed to the game trailer on Steam, from which users could also purchase the game.
Soon after the ad started running, the advertiser opened the door wide for community questions and feedback, and made it clear that the game’s designer (and not an unknowledgeable representative) would be participating in the discussion. This helped spark a stream of user comments, including gameplay and backend questions, requests for future features, and simple “I love this game!” exclamations.
Many of these comments were thoroughly responded to by the advertiser, u/SlopeOak, who was also receptive to the gameplay suggestions. The comments thread is visualized below, with all comments from the advertiser u/SlopeOak depicted in red. On the right side are the comments that responded to SlopeOak’s initial invitation to answer any questions about the game. (Visualization created using Kawandeep Virdee’s reddit visualization tool.)
One potential improvement to the thread could have been linking to valuable or frequently-asked questions within the ad’s body copy, so to easily direct users to valuable information, which was employed by furniture manufacturer Haworth in a separate reddit campaign.
- [PDF] Respectful Reddit Marketing
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