Advertising on dating sites
Since the popular dating app responsible for many cases of repetitive thumb syndrome launched seven years ago, more than 20 billion matches have been made.Digital courtship, whether through manic swiping or being able to see who you crossed paths with less than 60 seconds ago, has become the norm for many people across the world.For example, a dating site that gave the impression it was for Catholic people looking to meet others with the same faith, when in fact it was open to other users as well, was found to be misleading (Inch by Inch Ltd, 13 August 2014).
Consumers are often searching for people who share their views and values; advertisers should not take advantage of this by implying that websites are only open to specific groups or those with certain interests if they are not.
Last year it became the first company to use Tinder’s chatbot services with ‘Dom Juan’, which sent cheesy chat-up lines to matches that could be passed on to other users.
While Domino’s said its primary aim was to “help singletons find love”, it was a clever move that would have put it top of mind and probably resulted in some pizza orders too.
“If you think about single people and the amount of money they spend in the market and the kinds of things they spend money on – restaurants, travel – it’s a great opportunity for marketers to message a really specific audience in a very specific environment,” says Peter Foster, general manager of global advertising and brand solutions at Match Group, which has over 45 brands including Match, Ok Cupid, Tinder, Plenty Of Fish and new kid on the block Hinge.
“If you’re on Tinder and thinking about where you’re going to go Friday night and who you’re going to be with, you’re also thinking where am I going to go, what am I going to do, what am I going to wear, what’s my hair going to look like, what movies are on?
Overtly sexual imagery and language should not be used in mediums likely to be seen by children.