Rav4. Reddit.

"We have an ad buy for Reddit and we don't have much money or time," said some account person.
"Awesome," said two sarcastic creatives.
So we decided to start a conversation with the Reddit community, asking them questions we knew would get their witty brains working. We responded to their answers with memes and gave some pretty weird stuff away in the process. When all was said and done, it turned out to be one of the most successful Reddit campaigns ever.