Marketing

Since the company launched in the late-nineties, eHarmony has branded itself as a more serious online dating service, focused on helping users find relationships and cultivating a different reputation that popular hookup app Tinder.

The company has long prided itself on this distinction, but in the process, has also fallen behind fast-growing apps like Tinder and Bumble who cater to a more tech and social media-saavy audience. eHarmony’s strategy to attract new users has focused primarily on TV advertising, an old school approach, but now they are ready to move forward and capture more users via social media ads.

“When I became CEO a year ago, there were a number of things that needed changing,” said eHarmony’s Grant Langston in an interview with Digiday. “The apps, communications and design all felt antiquated — it was like we stopped working on the product in 2010.”

Animal rights activists are up and arms over the latest Tinder profile craze – posting selfies with large animals, specifically tigers, in an effort to impress potential dates.

PETA sent a formal request to Tinder asking the company to take a more active approach to condemning these photos and to ban tiger selfies altogether, citing that they are exploitative. Tinder responded in kind by posting a blog on its website, asking users to remove these selfies out of respect for other daters.

PETA noted in its letter that the practice is cruel because the tigers have to be caged, tied down or drugged in order to take the photo. Animals used as so-called “photo props” were typically taken from their mothers as babies and subject to abuse. When they grow older, they become too dangerous to handle and end up being locked in cages.

A dating app with a hook-up reputation is getting it on IRL, too. In July, the popular dating app hired event organizers to throw parties for its most exclusive members in a rented house in the Hamptons. Unfortunately, partygoers (and Tinder) were soon booted out.

According to an article in Gizmodo, the company threw “a series of parties at telecom mogul Michael Hirtenstein’s oceanfront home...Over the weekends of July 14th and July 21th, cops reportedly visited the property multiple times due to noise complaints from neighbors.”

According to Page Six, attendees were also cited for carrying open containers and illegally parking.

Dating app Hinge wants to reward you for taking dating seriously. In a new promotion, the company is offering free gifts from its “Milestone Marketplace” when a couple who meets over the app hits certain relationship milestones. Unfortunately, it’s only for a limited time. The happy couples can claim their rewards until August 23^rd.

Some milestones include the first sleepover, moving in, getting a dog, getting engaged, honeymooning, and even having a baby. There are eleven total milestones that Hinge celebrates with free gifts, which include pillows, an electronic toothbrush, birthstone stud earrings and a $200 vibrator, among other gifts. Hinge had a little fun with the prizes. For “meeting the parents,” couples get a $50 credit to Minibar for wine.

For getting engaged, couples can earn $100 for a Zola registry, a nice gift for newlyweds.

Dating apps are all about the swipes. In fact, the process can almost feel game-like, with users swiping left and right as quickly as possible, and it seems there’s an endless supply of potential matches.

So what happens when a new dating app forces you to slow down? It seems counter-intuitive in the current online dating market, but one company wants to try and take it slow.

Appetence is a new app that launched in May for iOS, and focuses on the art of conversation before all information about a match can be revealed.

When you download the app, you are asked a series of questions about preferences relating to music, food, TV, books, movies, and even pets. The app then shows you profiles that are compatible – sort of.

Are you single and do you love to travel? Delta Airlines is hoping so, because it just launched a marketing campaign with Tinder to promote its worldwide destinations to adventure-loving singles.

Delta commissioned artist Andrew Rae and advertising firm Wieden + Kennedy New York to create photo murals of several enviable travel destinations for people to use as backdrops for taking selfies. Rae painted funny and hip illustrations alongside each exotic scene. (The airline commissioned this project specifically in New York.)

The vibrant and colorful backdrops are on a brick building in Williamsburg, Brooklyn, so singles can take pictures with their phones, upload the pics to their Tinder profiles, and declare themselves jetsetters without actually traveling to the destinations. It’s a bit tongue-in-cheek and offers daters a new way of promoting themselves over the dating app.