Hinge
Meme, Laugh, Love
Hinge
The Ask
Develop a concept for a new feature within an existing app and promote this feature with both OOH and Digital activations
The Insight
Gen-z and Millennial singles highly value humor in the dating process and use memes to communicate this humor across chat platforms
The Execution
Add the ability to share memes to hinge, add shared humor to their "most compatible" feature, and place OOH in places singles are frequently thinking about dating
Tapping into singles’ desire for a shared sense of humor could open up real potential for dating apps
We Speak in Meme
Even as more younger daters find themselves believing in their one true soulmate and somehow staying romantically idealistic, with almost half having little-to-no dating experience they need easier ways to move past their fear of rejection and express themselves in the languages they know best...
Memes Are a Love Language
92%
daters consider a shared sense of humor to be an important factor when considering getting into a relationship
73%
use memes to determine if they share a sense of humor with a match
60%
prioritize getting a sense of someone's "meme humor" before a date.
A New Tool
They're already sending each other memes, let them do it in the app. Not allowing memes might lead some to believe it helps the app feel more mature, but in actuality its driving people to other means of communication to facilitate the communication styles they know. We must drop our bias and let people express love the way they feel most confident.
A Meme Match
Building on the app's existing "most compatible" feature customers are recommended to those who have a similar sense of humor. Memes are categorized in to different sentiments, tones, and cultural reference webs to help users find their perfect Meme Mate
The first app to introduce an intelligent algorithm that can accurately connect users by their sense of humor... will set them apart in this very competitive and crowded market.
Kristen Boesel, Senior Lifestyle and Leisure Analyst, Mintel
Moments of Doubt
The thought of going home to an empty apartment as you ride the train or the disappointment of another dead end date, we want to be there in those moments to give them hope and a new solution to their dating troubles.
Sequence to Sit
Each OOH execution will consist of assets placed linearly along the targets journey with opportunities at the end of these chains for them to be sitting or stationary allowing them to either redownload the app or log in and experience elements of the new features.
They're Not That Funny
Meet cute is out, meme cute is in. As we suffer through another disappointing outing, whether its getting hit on in a crowded bar or fake laughing through a first date, we end the sequence in a place where no one will know you just opened hinge to find a sliver of hope and a laugh.
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