BizBash - Fall 2017 - 28

"Winter Bumbleland" in the desert, which was produced by marketing agency FlyteVu. Held at Rancho
Couple Alert: OKCupid & Pitchfork. Of the
Mirage, the two-day event, which was hosted by
three big dating sites, OKCupid might be considered
Kendall Jenner, Kylie Jenner, and Ashley Graham, feathe event-industry virgin, having just entered its first
tured an ice bar, a glacier pool, a snow angel garden,
major sponsorship with this year's Pitchfork Music
Festival in Chicago in July. The Match Group-owned site, a ski chairlift-theme photo booth, a braid bar, winter tubing, a customized interactive 3-D igloo, and
which is in the midst of a branding refresh, is known
snow-theme cocktails and eats. The app also provided
for its extensive, more wordy dating profiles and
Bumble-branded buses to pick up guests in the area.
thought-provoking questions in comparison to other
"Our goal is to continually provide value to new
photo-centric sites. "Substance over selfie-that's
and existing Bumble users," explains Chelsea Maclin,
the message we want to get across," says Bernadette
Bumble's director of marketing. "We knew many of
Libonate, senior marketing manager at OKCupid.
Which is why the brand teamed up with Pitchfork. our users attend and are interested in Coachella and
Libonate explains that OKCupid users, who are typical- wanted to provide them with a unique, creative, and
ly "creative, down-to-earth" types with strong interests positive experience."
in music, food, and art, meshed well with the demographic of the music festival, which boasts a "multiCouple Alert: Tinder & Delta. Crowded festivals
cultural, substantive" crowd. "Coachella is a Bumble
serve as a smart recruitment tool for these brands by
girl," Libonate quips about the competitive dating site, offering a captive audience, but Tinder recently took a
By MICHELE LAUFIK
L
which activated at the Southern California music festi- different marketing approach when it partnered with
val this year.
Delta Air Lines. Dubbed the "Delta Dating Wall," the
For its first Pitchfork activation, OKCupid was
joint activation included a series of painted walls with
n 2005, when the Pew Research Center first polled
illustrations of international locations; the backdrops
folks about online dating, it heard crickets-it was integrated into the festival's app, allowing daters to
connect via a geofenced "neighborhood." A badge also aimed to provide fodder for new profile pictures.
either too new or too embarrassing to admit.
appeared on users' profiles to indicate that they had
Tinder, which is also owned by the Match Group,
Now, thanks to the rise of smartphones and the
arrived. In addition, the dating site constructed a "Feel
could be viewed as an innovator in the online datdestimagization of finding love online, 15 percent of
Good Tent" where users could meet up, snap a photo,
ing marketplace with its introduction of the phoU.S. adults say they have used online dating sites or
and then answer questions in order to find a liketo-heavy swipe right/left concept that many other
mobile apps, according to a 2016 survey by the cenapps have now adopted. The wall-which was part
ter. Since 2013, usage has tripled among young adults minded festivalgoer. Libonate explains that the com(ages 18 to 24) and doubled among older adults (ages pany wanted to bring the online experience to life, and of Delta's "New York Is Go" initiative, celebrating its
New York travelers-was located on Wythe Avenue in
55 to 64). But despite the increase, many online daters "showcase what the platform does, what we bring to
the table, and what our competitors don't."
Williamsburg, Brooklyn, throughout the summer.
still gripe about the lack of "IRL" connections.
"Dating apps have become an integral part of datTo help encourage more face-to-face matchmakCouple Alert: Bumble & Coachella. In compari- ing in New York, and we were inspired to create this
ing, dating sites and apps like OKCupid, Bumble, and
campaign by a common theme we found among New
Tinder are introducing-or expanding-their presence son, Bumble created a more polished, over-the-top
Yorkers' online profiles: travel," explains William Betz,
experience at Coachella in April with its snow-filled
at events like food and music festivals.

STRATEGY SESSION

Match
Game
I

At this year's Pitchfork Music Festival, OKCupid
was integrated into the fest's app, allowing daters to connect via a geofenced "neighborhood."
general manager of brand communications for Delta
Air Lines. "Given Tinder's popularity, they were a natural
partner to work with to create a compelling way for
consumers to engage with Delta."
In addition, Delta and Tinder hosted a singlescentric event, in which guests could get their photos
taken by a professional photographer. (Tinder's other
summer activation, a party home in the Hamptons,
was not as well received, with reports that it lacked
proper permits and was too rowdy for neighbors.)
Like any good date, connecting through shared
interests and passions like travel and music seems to
be the key strategy for all of these brands. "Dating is
supposed to be fun," Libonate says. "We want to create those good vibes."

PHOTO: COURTESY OF OKCUPID

Dating apps are bringing their
online experience to life
through events.



Table of Contents for the Digital Edition of BizBash - Fall 2017

Contents
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