Tag Archives: classified

What’s love got to do with it? Match.com partners with Mensa

30 Jun

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There comes a time when you have to admit that your blog life is better, and far more interesting, than your love life.

On Prime Time we’ve had a range of heart-shaped posts in the past. From wanting to break up with clients and top Valentine’s Day campaigns to Christian dating advertising slogans and kinky classifieds, there’s been lots to say and sadly it’s not got me anywhere.

But, now that Match.com has partnered with Mensa to connect geniuses (never underestimate yourself), perhaps my time has come.

Profile users can now add a Mensa badge to their profile to let prospective partners know that they’re looking for someone smart.

It’s a simple idea but it works – adding a fresh talking point to both brands’ bows, particularly Match.com.

I imagine that the dating service’s press releases and case studies are normally filed in journalists’ features folders, only allowed out for air in mid February when the media force feeds us with love stories.

But, this partnership provides the dating service and high-IQ society with an interesting news angle. It also complements our society’s increasing need to ‘pick and mix’ the type of people we want to get to know. Sticking a Mensa badge on your profile is as much a blockade as it is an invitation.

To add value to the partnership, Match.com is also offering users the chance to take a Mensa test for $1. Bargain.

So, while singletons are rushing to find out how smart they really are, I’d argue that Match.com actually has the highest IQ.

For a brand that’s synonymous with online dating (I dare you to ask the people around you what dating websites come into their head and I bet Match.com is first every time. If it isn’t, it’s because it didn’t work for them), its challenge is to continue pushing traditional marketing to one side and prioritising innovation.

Has this PR partnership got you head over heels?

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Jay Z’s former friend places job advert

25 Jul

I’m inspired to write this blog because the person behind this story is helping me tick off a bucket list dream later in the year. He’s the keeper of the holy grail and he’s bringing it to the O2 in October: Jay-Z … or rather Jay Z as he now prefers.

Did you spot the difference? One of the most common punctuation marks – the hyphen – is out of a job after 19 years of service for Shawn Carter. So on Monday it posted an advert on classifieds site Craigslist to find some work. Take a look here.

The self confessed ‘hardworking straight black line’ was sacked last week following a two-year complicated war as Jay Z tried to shake off the pesky punctuation mark.

There’s not much I can say. The advert is already being touted as the best ever on Craigslist. It’s timely, clever, witty and potentially provides a brand or product with an opportunity to respond.

The PR and marketing stunt has picked up a lot of coverage on The Metro, The Drum and Hypebot.com. But who will own up as the brains behind the idea and what brand will move in to pick up the baton?

Rightmove gained a lot of coverage and kudos by moving into the BBC’s Apprentice territory and offering up a meeting with contestant Neil Clough last week to chat about his ‘failed’ business plan.

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