offers date insurance in Valentine’s stunt

By on Tuesday, February 12, 2013

Sorry, yet another Valentine’s story – but this is one of the best. have pulled together a nice campaign revolving around the risks of awful dates – and are (jokingly) offering an insurance package lest you suffer shoddy conversation,  poor dress sense, or a chivalry fail.

They’ve called upon women to share their worst dating experiences on Twitter using the hashtag #myworstdate, with the incentive of a singleton’s goodie hamper – and have come out with a ‘top ten dating disaster location’ list based on the tweets.

The beauty of their approach is four-fold. Firstly, it encourages customers

to actively engage with the brand (whilst portraying the brand as fun and human). Secondly, it effectively capitalises on Valentine’s at a time when the media is crowded with V day stories, using a story that links back to’s function: offering insurance.

It also utilises a simple hashtag that has good potential to trend, and lastly the research generated was offered on a plate by Twitter users, and so appears more organic (as well as saving on costs).

The story has appeared in the Metro and is a great example of effectively integrating social media with traditional PR.


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