Tag Archives: Valentine’s day

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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What a day for a lovely campaign!

13 Feb

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V… Va… Val… Valentine… No. I can’t quite finish that sentence but we both know what this blog post is going to be about don’t we? That’s right. Friday, 14th February.

You know the score. That time of the year where companies don’t just sell those holidays, razors or games. It markets love too. Here’s a round up of some of the best:

Virgin whistles for attention
Virgin is invading customers’ inboxes via a disruptive e-marketing campaign that uses flirty language and wolf-whistles when opened.

One word – amazing. Great job Lida. It complements the fun and cool appeal the brand has built up through TV campaigns. Compared to competitors, which are forced to focus on pricing and customer service, Virgin can afford to sit back and say ‘where can we take you?’ because it’s a brand consumers want to connect with.

The email’s tongue-in-cheek approach cements this and will hopefully see plenty of people take up its offer of a Caribbean holiday this Valentine’s Day.

But, if not, it can be sure the open rate will be high. I’d do anything to be on the receiving end of a wolf whistle. Virtual or not!

Freeview’s three in one romantic ready meal
With a recent survey revealing that 25% of couples will be shunning a session of public Valentine’s Day PDA for a night in on the sofa, Freeview has created a three in one ready meal.

The Valendines meal, by MHP Communications, is a quick and dirty PR stunt which will generate coverage but, arguably, it won’t be memorable. But, with a client like Freeview – for those who cant afford cable (not knocking, just describing myself) – it doesn’t need to be.

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Wilkinson Sword has a smooth approach to the big day
Unlike Freeview, leading razor brand Wilkinson Sword has really thought about its campaign.

With the tag line, ‘This is not the day to irritate her’, from far away an image of a man on a billboard looks as if he’s sporting stubble. But, on second look, it’s rose stems. It then disappears and the brand wishes people a smooth day.

This is a great idea that can work across multiple channels: advertising, marketing and social media. It has real shareability and should definitely have a hash tag.

‘I’m Game’ underwear
I know the point isn’t for Game to sell its his and hers underwear, which is currently on sale in its Stratford store, but I’d be interested to know how much it makes on it after the weeked.

The company developed the idea after its research revealed that one in four gamers will slink away this Valentine’s Day for a quick fix on a console.

It’s tacky and unnecessary but with coverage already on Digital Spy and Metro, it’s adding value to the brand at low cost.

Which of these lovely campaigns stand out to you?

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