SUBREDDIT HUNT
A Reddit hunt for the Navy’s rarest recruits.
THE OPPORTUNITY
The Navy didn’t need more applicants. It needed the kind of people who think solving an impossible puzzle sounds like a pretty good time.
THE IDEA
Instead of asking Redditors if they were smart enough for Navy Nuclear, we built a five-week puzzle hunt and let them prove it.
THE IMPACT
They did. More than 20.5M Redditors engaged, 1,300 qualified applications came in, and the campaign delivered a full year of targeted recruiting in just five weeks. On Reddit, of all places, we even finished with a 100% upvote rating.
Cannes Lions / Gold, Silver + 2 Shortlists • Effie / Silver • One Show / 2 Silver, Bronze + 2 Merits • Clios / 2 Silver, 4 Bronze + Shortlist • LIA / Silver
