You Sell, You Win
This social stunt for CarMax was built on the momentum of another real-time cultural moment: a guy who wanted to sell his old sedan had made a spoof luxury car ad. The internet ate it up.
Within 29 hours, we had launched a video response from CarMax offering to purchase the sedan along with everything else in the ad. The stunt didn’t just create buzz for CarMax, it amplified and extended the life of this viral moment and landed CarMax on the front page of Reddit. By seizing the opportunity to insert CarMax into this real-life conversation, we created big brand results.