Leading Online Dating Site Launches National Multiplatform Marketing Campaign to Capture Hopeful Spirit of “Falling in Like”
Zoosk, a leading technology-driven online dating company that provides personalized matches, today launched a new marketing campaign that celebrates the magic of “falling in like.” The campaign, titled “First Comes Like,” reflects the way relationships form in the real world and highlights the nuances of a budding relationship, rather than focusing on the endpoint of love and marriage. “Small Agency of the Year” The MUH-TAY-ZIK HOF-FER (MTZHF) to conceptualize the creative and IPG-owned Compass Point Media for the media buys.
The multi-platform campaign hits today across television, Out-of-Home, cinema and social media. Digital ads are planned for late November. The brand also overhauled its image by updating the Zoosk logo with a more sophisticated look.
“We’re excited to launch this campaign because we truly do believe in the idea that the first step of ‘falling in like’ is often overlooked in lieu of the end result of falling in love. MTZHF’s work on this campaign vividly conveys those hopeful, exciting real-life moments that come with the journey of dating,” said Shayan Zadeh, the CEO and co-founder of Zoosk. “The more our members interact with the variety of features on Zoosk, the smarter our technology becomes about their preferences, which helps lead a first date to a memorable ‘First Comes Like’ moment.”
The “First Comes Like” TV spot highlights the relatable journey of “falling in like,” including those inevitable imperfect moments such as burning the first home-cooked meal and trying to find the perfect outfit. Ads will appear across broadcast and cable networks, including ABC, NBC, Bravo and Oxygen, as well as syndicated movie and sitcom buys. The outdoor creative is currently featured on billboards in Los Angeles, New York City and San Francisco and in transit stations in New York City and San Francisco.
“Basically, Zoosk was founded by engineers who knew there was a better way for people to meet. It’s not focused on who people think they like, but more on who people actually like based on how they interact on Zoosk,” said John Matejczyk, co-founder and Executive Creative Director of The MUH-TAY-ZIK HOF-FER. “With that as the technology, our creative path came straight out of it, so rather than taking a huge leap from the first date to promising marriage, our approach is to encourage people to enjoy the process, and see if you fall in like.”
The campaign will also highlight real relationships with videos of three real Zoosk couples detailing their unique “First Comes Like” moment as a result of Zoosk. The content will run on all Zoosk social channels to inspire fans to share their own journey to “falling in like.” Zoosk will further engage the public through a user generated content hashtag campaign, asking both members and non-members to share images that celebrate their “First Comes Like” moment on Facebook, Twitter, Instagram and on Zoosk’s microsite at zoosk.com/firstcomeslike using the hashtags #FirstComesLike and #promo and tagging @Zoosk. Select images will be featured on the Times Square jumbotron, and participants will have the opportunity to win weekly prizes from 1-800-Flowers.com. One winner will receive a grand prize trip for two to Las Vegas with tickets to Cirque du Soleil’s Mystère. #FirstComesLike images will also be populated to zoosk.com/firstcomeslike.
To download Zoosk for Android, please visit: http://play.google.com/store/apps/details?id=com.zoosk.zoosk&hl=en
To download Zoosk for iPhone, please visit: http://itunes.apple.com/us/app/zoosk-1-dating-app/id349160522
Zoosk is a leading online dating company that learns as you click in order to pair you with singles with whom you’re likely to discover mutual attraction. Zoosk’s Behavioral Matchmaking™ technology is constantly learning from the actions of more than 27 million members in order to deliver better matches. With the #1 grossing dating app and a top 25 grossing app on the iPhone in the United States, Zoosk is a market leader in mobile dating. Available in over 80 countries and translated into 25 languages, Zoosk is a global online dating platform.
Zoosk, Behavioral Matchmaking, Carousel, First Comes Like, SmartPick and the Zoosk logo are trademarks or service marks of Zoosk, Inc. All other trademarks, service marks or names mentioned are the property of their respective owners.
The Zoosk logo is available for use in any media outlet or publication. However, any modification of the logo or combination with other marks is not permitted. If you have questions about Zoosk’s logo and usage requirements, contact firstname.lastname@example.org.