Match.com launches viral campaign
- Added:
- Jan 03, 2008
Online dating service match.com has complimented its major new advertising campaign with an online game.
The 2008 ‘Don’t wait for Cupid and Fate’ campaign, incorporating major TV, radio and tube advertising combined with online activity, introduces the characters, Cupid and Fate.
A lazy, comedic and hapless duo who shirk their matchmaking responsibilities in exchange for useless time-wasting pursuits like filling in magazine quizzes, stunt biking and doing their hair.
The game was released at the end of December, and represents internet dating’s first foray into online gaming.
Abbie Cranage match.com’s marketing and partnerships manager said: “Our online game provides an effective medium to reach an attractive 25-35 year old female audience in a new environment for internet dating. By engaging players in a fun gaming experience, our Cupid and Fate characters will remind singles that relying on them alone, is no sure way to find love.”
The game designed by multi-award-winning digital marketing and web design agency TAMBA, is a modern take on a 1980’s popular arcade game.
Gamers help Cupid and Fate dodge traditional love icons such as hearts, chocolates and flowers in favour of collecting game consoles, pints of beer and hamburgers.
On the appointment of TAMBA, Abbie added: “TAMBA's unrivalled industry know-how combined with their wealth of past viral successes, makes them the ideal partner.”
Kay Hammond, managing director of TAMBA, said: “Internet dating has grown to become a primary medium for people looking for love so it's only right that we use the latest viral technologies to capture new singles whilst they're online. The game represents a fun way to relax for a few minutes, then presents the user with a message that whilst they were playing a game, they could have been finding love on match.com. This is a fantastic and light-hearted way of driving traffic to the site and encouraging new memberships.”
In addition to online seeding also provided by TAMBA, the game is hosted on cupidandfate.com (www.cupidandfate.com) the hub of all match.com’s rich media and online content proving singles with the opportunity to interact with Cupid and Fate, the desperate time wasting duo, through a series of humorous viral videos, games and downloadable instant messenger icons.
The creation of compelling and engaging content in environments where potential customers feel most at ease brings a new dimension to match.com’s traditional approach to online media.
The ‘Don’t Wait For Cupid and Fate’ 2008 above the line campaign was devised by Match.com’s long-standing creative agency, New York’s hanft raboy and partners (HRP), creative communications planning by London outfit, Monkey Communications with M2M handling the media buying.