BLK Launches College-Focused Feature in Time for Spring Break
Contributed by: kellyseal on Wednesday, April 03 2024 @ 10:02 am
Last modified on Wednesday, April 03 2024 @ 10:26 am
BLK dating app has unveiled Spring Mode to help foster more connection among college students during their spring break vacations, when many are traveling and looking to meet people.
According to Blavity, the feature allows college students to place a fun badge on their profiles of the place they plan to visit over their spring break, in case other potential matches might be traveling there, too. Destinations include Hawaii, Cancun, Jamaica, Los Angeles, Cabo, the Dominican Republic, Cancun, Las Vegas, and Miami among other prime locations.
The badges all have unique personality and style, and are modeled after the famous places they represent. The vision behind Spring Mode according to Jonathan Kirkland, BLK’s head of marketing and brand, is in line with the company’s overall commitment to fostering connection and community as well as inclusivity.
BLK is part of the Match Group suite of dating apps and is dedicated to the black community.
BLK conducted a survey among its users and revealed some of its findings in the press release about the new feature. The company found that 54 percent of respondents expressed plans to travel for spring break and that the majority (51 percent) wanted to party while on vacation. About 32 percent hoped to relax and another 17 percent were hoping for adventure.
Most importantly, 79 percent hoped to form a romantic connection over spring break, so BLK decided to get involved and help make it easier to find someone, at least at popular travel destinations.
“We wanted to create a feature that not only helps spring breakers find like-minded individuals heading to the same destinations but also allows them to connect and build relationships before their trips even begin,” Kirkland said to Blavity[*1] . Kirkland also hopes the new feature will help build anticipation for spring break trips and add some excitement for singles, as they will be able to message each other over the app before they arrive at their destination.
The company’s mission is to foster community and help people build connection and inclusivity, something that young black singles might find lacking on spring break trips. This feature adds extra assurance that users can find community no matter where they are headed.
This feature is the latest in a series of marketing campaigns the company has launched to help grow its brand. Most recently, the company rolled out the “New Year, Real You: #RealNotPerfect” campaign in January, meant to encourage black women to be their authentic selves in all areas of their lives - professional, educational, and in their personal/ dating lives.