Worried about your single friends getting a little, well, lonely on your wedding day? You shouldn't be. Thanks to Hinge, a popular dating app with some genius marketing skills, the singles table just got a lot sweeter. And while their campaign probably won't be implemented at your own reception (UGH!), it has been making waves on the web.
Hinge decided to crash 25 lucky weddings on July 22 and 23 by deploying an epic Snapchat geofilter called "The Singles Table." The design is reminiscent of your average reception table — complete with a glass of wine, no less — with the words "Where's my date Hinge?" hanging out in the bottom corner of the filter. According to Olivia Abramowitz, VP of Marketing at Hinge, the campaign was a success.
Of the Snapchat users who saw the filter, 10% used it to share images of their singledom, which went on to reach an audience of five thousand peers. While that might not sound groundbreaking, Hinge actually saw a 60% increase in users downloading the dating app between when the filter went live at 5pm and ended at 1am. Can you say win-win for both parties involved?
The campaign was introduced in 8 different states — California, New York, Minnesota, New Jersey, Oregon, North Carolina, Florida, and Boston. But how exactly did Hinge know which weddings to advertise at? According to an Adweek article, "the company contacted users through surveys within the app and asked if they planned on attending upcoming weddings. Focusing on the core wedding demographic of adults between the ages of 26 and 32, Hinge then looked at the locations of the weddings in Hinge's biggest markets by relying partially on users informing the app where they were going to be."
Now we'll just sit back and wait for the couple who met at one of these weddings via Hinge who will eventually get hitched. Hey, crazier things have happened!