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With the category becoming increasingly saturated, dating apps are using sponsorship to engage singles with common interests.
The popularity of online/mobile dating apps has been especially pronounced for two groups who have historically not used online dating at particularly high levels—young adults and consumers in their late 50s and early 60s.
The company activated the Bay to Breakers by giving runners the opportunity to be matched with other participants. That added an extra layer of excitement.” Spritzr also activated Bay to Breakers with brand ambassadors who distributed “free hug” stickers and encouraged runners to share them.
“It was a viral effect—people loved the stickers,” said Agarwal, noting that the stickers played well with the event’s iconic, anything-goes vibe.
The share of 18-to-24-year-olds who report having used online dating has nearly tripled over the last two years (from 10 percent in 2013 to 27 percent in 2015), while the share of 55-to-64-year-olds who have used online dating has doubled over the same time period (from 6 percent in 2013 to 12 percent in 2015).
USE OF ONLINE DATING SITES OR MOBILE APPS BY YOUNG ADULTS HAS NEARLY TRIPLED SINCE 2013 The popularity of online dating has resulted in a growing number of niche mobile dating apps, some of which are joining their more traditional counterparts in using sponsorship. —a mobile app that connects marijuana smokers—sponsored last month’s Life is Beautiful festival in Las Vegas.
“It deepened the bond with Bay to Breaker participants and San Francisco.” Spritzr activated Bottlerock and the Abbot Kinney Festival with a silent disco, the Spritzr Love Lounge and matchmaking service for attendees.