Tag Archives: match

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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A perfect World Cup tweet gone wrong

18 Jun

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I’ve decided that when Taylor Swift first sang the words ‘I knew you were trouble when you walked in’ she was talking about one of two things: 1D’s Harry Styles or the perils of social media.

Social media is a bear trap for brands and the latest honey to lure them in is the World Cup. Put simply, if a tweet misses the net the person behind the shot will end up paying the price.

Playing the hand you’re Delta
On Monday night Delta Airlines decided to keep its 690,000+ followers updated on the final score of the USA (2) vs Ghana (1) match with this tweet.

20140618-103129.jpgAn ignorant stereotype
On the outside this looks like a great tweet. It’s factual, engaging and makes the most of iconic photography.

Look a little closer and you’ll see that it was all going so well until the company decided that the photo that best defined Ghana was a giraffe.

Moments later, experts quickly pointed out that giraffes don’t live in Ghana (If you didn’t already know this go straight to jail. Do not pass go and do not collect Β£200.)

In fact, with a bit of digging the experts discovered that this stock image had Kenya written all over it. (Well, you know what I mean.) So, there’s no reason, or excuse, for the Delta team to have got this one wrong.

Not only does it make the brand look a little unworldly – believe me for a travel company that’s not the adjective you want to be associated with – but also a little uncaring.

Cue the apology
To right its wrong, Delta did the only thing it could do in this situation: issue a public apology.

But, I can only imagine that its community manager was trembling with fear because it added an unnecessary step to its sorry note. It made a typo by referring to its ‘precious’ tweet (opposed to previous).

20140618-114716.jpgI’ve previously said that if a link between a brand and an event isn’t obvious then they shouldn’t be wading into the conversation at all.

Global events, like the World Cup, are not only notoriously difficult to generate cut-through, but when brands do get noticed it’s often because a mistake’s been made.

Destroying the evidence
Not that you’d ever know Delta had been issued a yellow card. The offending image has disappeared from the timeline and the airline has spent the last day ‘doing a Sainsbury’s‘ by directly apologising to its critics.

Perhaps I’m not giving Delta enough credit. It may have been completely in control of this risky stunt. But, it’s not one that I’d ever recommend.

Ad slogan ‘Christians make better lovers’ causes underground frenzy

10 Jan

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Take a seat eHarmony, Match.com and Uniform Dating, there’s a new matchmaker in town, Christian Connection, and it’s wasted no time in making itself known in 2014.

The religious dating website may have been around since the millennium but outside of Christian circles, we can assume it’s not had much attention recently.

Launching across the London Underground, it plastered platforms with fun, vibrant slogans such as: ‘Another dating agency? Thank God!’, ‘God knew you would see this’ and ‘Christians make better lovers’ – and it’s certainly got a reaction.

Not only has it featured in The Telegraph, Huffington Post and Christian Today (so cliche) but Twitter is all a flutter with the advertising campaign too. It’s a great PR story in itself! I can’t say I’m surprised – it’s brilliant.

Created by Chas Bayfield, creative director at integrated agency Noah, he’s done what Christians everywhere have been waiting for – a fun, cheeky campaign which says ‘we can take a joke too’.

Of course we know that the term ‘lovers’ has connotations with sex, but hey we don’t have to take it too seriously because we know how to read between the lines and take it to another level. Needless to say Chas has done a great job on this because it instantly invites others – of all faiths – to have a laugh before actually thinking a bit harder about what they want in a partner.

And why has he done such a good job? It’s because Chas isn’t guessing or portraying what he thinks will work well. He’s heavily involved in Cricklewood Baptist Church in London. To me, that’s exciting and very inspiring, and will hopefully encourage more Christian businesses to partner with agencies that know their stuff and won’t shy away from the issue in hand. I know it’s something I aspire to do more of.

It just goes to show that if you have a brave client who has faith in their agency, and both believe in something far bigger than the campaign itself, then it’s definitely going places.

It’s early doors but this could definitely be a contender for the Prime Time Awards in the ‘Worth every penny category’.

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