'Match.com nights' campaign marks launch of meet-up service

Match.com’s upcoming ad campaign will mark its foray into experiential marketing, with the UK launch of Match.com nights, a series of get-togethers where subscribers and their single friends can meet with potential dates face-to-face.  

Match.com-Nights-460

The new campaign, featuring real-life singles Susie and Franz who meet on a match.com night (see image above) is poised to kick-off this weekend (13 July) in what is the latest execution in its Real Stories series of ads.

The ads are unscripted and designed to show how busy professionals can use online dating to find someone like them.

The new free-to-attend events will take place at select bars across the UK from 15 July with members allowed to invite up to three single friends who are not Match.com subscribers. Members will be invited to specific events – there are curently 24 planned – based on their geographical area.

Karl Gregory, UK managing director of Match.com, says: “With Match.com nights there are no gimmicks, it’s just our members and their single friends in a relaxed and informal environment. The fact that you know the person you’re speaking to is single helps enormously, making it easier for people to meet potential dates.”

Earlier in the year, Marketing Week revealed how Match.com was holding preliminary talks with rival dating service brands as part of a cross-industry initiative to establish a code of conduct to distance themselves from less reputable operators in the sector after reports alleged some dating sites were duping members into extending subscriptions.

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