Tag Archives: smart

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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How many fingers has your Kit Kat got?

10 Apr

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I got quite excited seeing an advert for a limited edition five-fingered Kit Kat on the way home from work this evening. It stopped me right in my tracks, so much so I texted a friend dubbing the campaign ‘genius’.

But, I did a bit of digging on the new ‘extra break’ campaign only to find it’s as old as the hills. I felt cheated.

An old article on Marketing Week confirmed that Nestlé has been playing this five-fingered game for 15 years.

At the time, a spokesperson claimed that the four-fingered confectionary was synonymous with the Kit Kat brand and that the extra goodness was an imaginative way of offering consumers extra value for money.

Launched just months after it was announced that the UK could experience a triple dip recession, this is the safest investment anyone could make right now.

Nestlé has played smart and gently developed its famous slogan – nudging customers to remember the original version – showing it’s a brand that likes to have fun and laughs in the face if austerity.

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Smirnoff embraces the spirit of same sex marriage

27 Mar

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I assumed some smart brands would try and make a story out of the US Supreme Court considering legalising same sex marriages this week, but I didn’t expect vodka to be crossing the inner circle.

Absolut and Smirnoff have shown their support by posting bespoke images across their social media channels, and Diageo’s Smirnoff did it incredibly well.

Showing different drink pairings, it runs the slogan ‘every pairing is perfect’. Quite simply, it’s smart, sophisticated and brand-led. I’m not offended or left wondering why my favourite vodka is even getting involved in this equality issue. Instead, I feel thirsty. Exactly what they want me to think.

In less than a day it’s generated almost 6,000 Facebook ‘likes’ and the number’s growing.

Other companies, such as Starbucks and Amazon, are trying to jump on the bandwagon and do their thing, but I doubt they’ll come close to this stunt.

Is your favourite drink making a stand?

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