America’s Navy Launches The Subreddit Hunt

Brand Challenge

America’s Navy needed to recruit top talent for The Naval Nuclear Propulsion Officer Candidate (NUPOC) Program, however, less than 1% of Americans can qualify for the job of submariner. Navy needed to find top talent that possessed the interests, skills, and grit for the program… so they turned to Reddit for help.

Press

This work was covered in AdAge, Forbes, Business Insider, and Gizmodo.

Creative Solution

Just as Naval submarines dive deep below the ocean’s surface to hunt enemy subs, America’s Navy challenged STEM-oriented redditors to go deeper with made-for-Reddit Navy content. This highly qualified group of recruits faced 5 challenges over 5 weeks that tested their ability to think like a Nuclear Propulsion Systems Officer. Each challenge was contained within a different Reddit ad format, and culminated with redditors DMing u/AmericasNavy with their answers. Several redditors successfully completed all challenges, so US Navy celebrated their achievements by creating a video honoring their commitment.

Credits