Friday, December 28, 2007
Dallas-based Match.com unveils new advertising campaign, called “It Starts With a Look”
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Match.com, the world's largest relationship network, today unveils a new advertising campaign showing that, for successful relationships, "It Starts With a Look" at Match.com.
Match.com's new advertising campaign, dubbed "Rewind," brings to life the hundreds of thousands of couples who find love on Match.com every year and the way those lives were forever changed as a result of Match.com. The campaign showcases couples in the present, depicts their relationships unfolding in reverse, and ends highlighting that it all began with a look at Match.com.
"Online dating has evolved to become a very natural way to meet potential mates -- everyone knows someone who met on Match.com," said Darcy Cameron, Senior Director, Marketing and Advertising, Match.com. "Our focus with this year's advertising campaign is to celebrate that success."
"Rewind" is a continuation of Match.com's "It's Okay To Look" campaign, which aimed to reduce the stigma some singles feel about going online to find love. With "Rewind," Match.com beautifully illustrates what happens when you do look.
"'Rewind' is the first time Match.com -- or any company, for that matter -- has captured the history of a relationship, in reverse, in all its heat, complexity and fun," said Adam Hanft, Founder and CEO of Hanft Raboy and Partners, Match.com's advertising agency of record. "The advertisements are a new way to show -- through dramatizing a relationship that everyone would want for themselves -- that Match.com works."
The advertising campaign also introduces Match.com's exciting new product -- Match My Friends(TM), the first online dating product to give individuals the opportunity help their single friends sign up for Match.com or provide a testimonial for a friend's existing Match.com profile.
Match My Friends(TM) also gives friends and singles the power to share feedback on potential mates with each other -- all online at Match.com. Additionally, adding a testimonial to a Match.com profile creates a more interactive, shared experience for the single friend. And since friends and family are often better at singing our praises than we could ever be, testimonials provide richer information to those looking for someone on Match.com.
To help new users understand Match My Friends(TM), Match.com is offering a "How It Works Guide" in partnership with Greg Behrendt, comedian and author of He's Just Not That Into You, and his wife Amiira, who co-authored It's Called A Break-Up Because It's Broken. Greg and Amiira guide users through the step-by-step process for using Match My Friends(TM), and offer tips on how to position a friend as superbly dateable. The Match My Friends(TM) "How It Works Guide" is available on Match.com to all users.
Source: Match.com
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Comments
Peter Stawicki Verified
Ok, just call me a little jaded but isn't "It Starts With A Look" kind of lending to the whole vanity stereotype that cities like Dallas are known for. How about a campaign where we care about a bit more than just the looks. Or do we leave that up to companies like E-Harmony?
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Mike Orren Staff
At least it's better than the sleazy "True" campaigns:
http://www.pegasusnews.com/news/2007/...
(And by the way, welcome pstawicki. Methinks we've made a new PegNews convert today...)
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Billusa99 Anonymous
I think that they are using that hook because every relationship that ever works always starts with just a look. And, even Match says that a profile with a pic gets more replies than one where you can't "look."
I wonder if they are paying for those "rewind" stories 'cause I know some people who could slay them, in spades! After all, Barry Diller is loaded.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
CastleHills Anonymous
It starts with a look all right. In Dallas, your look better be All Pamela Anderson: long blonde hair, gigantic bazoombas, tiny waist, big doe eyes, not real bright. Hepatitis C positive is optional.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Lisa Lawrence Merritt Verified
Have you seen the selection of men on there? It doesn't take long to figure out why they're still single or divorced.
Yikes!
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Peter Stawicki Verified
Castlehills - Thats only if you want to date the guys with the Porches & the BMW's. Lets face it, descriptions like that are what makes Dallas the Capital City when it comes to Cosmetic Surgery. When they talk about Plastic in this town they are not referring to your credit cards. I'd take a woman with a nice laugh and who could keep up her end of the conversation over that description any day of the week. (Especially the Hep C!)
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
CastleHills Anonymous
Yeah, RIGHT. You talk a really good game, Mr. Pstawicki, but do I believe you'd choose Miss "But She Has a Nice Personality" over Pam Anderson?
NO.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Peter Stawicki Verified
Ms. Castlehills you surely don't beleive that all men are totally shallow do you? At the age of 39 I have to say that I would prefer a woman who has "a nice personality" over the Pamela Anderson's of the world in a heartbeat.
No matter what the initial attraction, you have to be able to communicate with this person outside the bar and outside the bedroom.
Dallas seems to have a shortage of ladies equipped for conversation as well as day to day activies like shopping (in a grocery store and not a clothing store), casual juants to museums and plays, even visits to movies that dont include beautiful hunks or loud explosions but might hold that deeper soul searching plot. I'd love to pass along the message that life is about more than what bar you can be seen in at 2am on a Friday or Saturday night - but in Dallas, no one listens.
Yes a nice smile is wonderful, there does have to be some attraction - but I can be just as attracted to a regular woman as I can to a plastic barbie in Dallas - and I wont be choosing that barbie anytime soon.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Mike Orren Staff
A relevant song for this discussion:
http://www.pegasusnews.com/songs/180/
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Scott Doyle Verified
CastleHills, depends on what you want out of the deal. Of course I'd take Pam Anderson if I just wanted a good romp in the bushes, but if I had to spend any kind of time with her aside from sex I'd probably hurt myself in an effort to get away.
I'm of the mind that prequalifying the ability to communicate in written form is superior to meeting someone randomly in person (especially at a bar, when we're both inebriated). Yes, appearance can obviously vary from what people post, but it's tough to mask personality when they TyPe LiKe ThIs or have no coherent thoughts at all (scenarios aren't necessarily mutually exclusive). I'd like to think that people who take the time and money to post a profile are likely a step-up from some douche on myspace, which is probably the same douche you saw in the bar.
Which brings me to a question: don't ladies generally not have to pay for dating sites while guys do?
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Laura Seewoester Staff
Here's a solution: find the guy/girl with a good personality, and then get them fixed up. This way everybody wins. You can't fix stupid.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Erin Rice Staff
Another relevant song for this discussion:
http://www.pegasusnews.com/songs/105/
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Mike Orren Staff
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Lisa Lawrence Merritt Verified
Touche'? If it's Dallas then it's Douche'.
;)
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
DC Anonymous
Awesome. So now you can go online and pretend date as well as pretend gossip. Sweet.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
CastleHills Anonymous
Scott, women do pay at the dating sites. You think the investors at these dating sites are going to let 50% of the population use it for free?
Ladies: Bored? Wanna have some fun? 1. Go to Google images, find picture of luscious young thing. Save her picture to your hard drive. 2. Set up an account at one of these sites with fake name and temporary email box. Don't pay, just post pic and profile. 3. Write profile: "i LOVE 2 party! I love 2 go out in my miniskirt and hi heelz and dance with all the guyz!" 4. Wait approx 45 seconds for an avalanche of men's emails to pour in. 5. Settle down with a glass of wine and a couple of your best girlfriends, read the emails, and laugh your butt off.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Scott Doyle Verified
Meh, just remember some girls I know saying they didn't have to pay for Yahoo personals.
You must get bored pretty easily if that's how you have a good time, CH. =p
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
Billusa99 Anonymous
Confucius say, woman who sink in man's arms, soon have arms in man's sink.
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
CastleHills Anonymous
Bill--love that one. Very Funny!
9 months, 2 weeks ago ( Link to this comment | Suggest removal )
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