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Match.com has partnered with Humankind to launch a viral marketing program aimed
at spreading the word about their new service OnlineSpeedMatching.com. This new
service allows busy professionals to go on several dates, online, in under an
hour.
"People are busy these days and are hesitant to spend their time and money
on traditional dates that typically don't work out,” Ben Talplacido, Creative
Director of Humankind, said. “OnlineSpeedMatching.com allows them to meet
several potential matches in an hour, and go on face-to-face dates with those
were the most compatible.”
The core element of the viral marketing initiative is a Flash game where players
are able to hone their pickup skills. Players go through many locations - the
grocery store, a club, a wedding - and attempt to pick up a member of the opposite
sex by using a funny (or cheesy) pickup line. The better the player is the more
successful they are, and a lucky few are immortalized in the Pickup Hall of Fame.
"This is all about having fun while introducing players to Match.com's new
service," Justin Anderson, Technology Director of Humankind, said. "In
order for a viral game to spread, it has to have a hook, whether it be an over-the-top
style, a fun game to play, or something else. In order for a viral game to succeed,
it has to serve a business goal like driving registrations or increasing brand
exposure. We were able to succeed on both counts by making a parody of the dating
scene."
As registrations skyrocket on the service, one thing is clear: People are looking
for new and different ways to meet people. They are looking to save time and
want to cut out on time spent with people that aren't such a good match. OnlineSpeedMatching.com
is there capitalizing on this demand.
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