How many cups of coffee can a person consume without facing lethal consequences? Competitive eating champion Takeru Kobayashi wants to find out in Eight O’Clock Coffee’s web video.

The coffee company invited Kobayashi — along with comedian and actor Jim Breuer, an SNL alum known for his role in the movie Half Baked — to the office’s “Cupping Room,” where the odd duo participated in a coffee taste test.

In the video, Breuer tries to explain to Kobayashi that you taste and spit out the coffee, not drink it. Instead, Kobayashi proceeds to drink all of the sample-sized cups, and then two full pots of coffee — 42 cups of decaffeinated java in about two minutes.

Eight O’Clock Coffee launched the video Tuesday as part of the company’s digital campaign, The Cupping Room. The campaign will take over the company’s Facebook, Twitter, Pinterest and YouTube accounts, offering fans exclusive outtakes and prize opportunities.

It will be followed by an hour-long AMA on Reddit with Breuer at 11 a.m. ET. The company hopes the informal interview with fans will drive traffic to the website.

Brands have used Reddit for advertising in the past, sometimes unintentionally, like when an actor from an AT&T’s commercial answered questions about his tiny role.

However, Breuer says that the AMA is casual, and the intention is not to discuss the brand, but raise awareness. He will just answer questions from fans — whether that’s about his upcoming comedy special or previous acting experience.

Eight O’Clock Coffee hopes this digital endeavor will reach a modern audience.

“There’s just this world of digital, and that’s what I’ve been shooting for for the past three or four years,” says Breuer. “I think this branches out to different audiences — anything in that world’s really helpful.”

This will be his first AMA on Reddit, but he admits that he is surprised he hasn’t done it before.

What do you think about brands using Reddit to raise awareness? Let us know in the comments.

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