Facebook Dating. To Be Or Not To Be?
Facebook is left blushing after being forced to call off the launch date of its dating service while Twitter UK Opens ‘Dating Advice Bureau’ Pop-Up Store in London. It’s the day to be loving, but how much love do consumers have for these trends?
The Story: Facebook has been left red-faced after being forced to call off the launch date of its dating service in Europe because it failed to give its lead EU data regulator enough advanced warning — including failing to demonstrate it had performed a legally required assessment of privacy risks.
The Trend: Facebook Dating launched in the US in September as part of the existing Facebook phone app. The feature, a potential competitor to dating giant Tinder, uses Facebook’s data on a person to show common friends and interests on their dating profile. It can also pull in posts from Instagram – a Facebook-owned company. Because Facebook already had a lot of information about people’s lives, the company said, it had made special efforts to ensure safety, security, and privacy. However, more needs to be done before it can be launched in Europe. Utilising data to provide personalized services is nothing new, but what’s interesting here about the trend is that consumers’ privacy is being taken extremely seriously and brands will be penalised. No new date has been set for the rollout. You can find us on Tinder until further notice.
Our Take: Digital dating continues to soar. But as users become savvy with how they share their data, choosing brands who are working carefully to create strong privacy safeguards, we are predicting that will be an increase in partnerships between apps and tech companies that help to protect user’s data privacy.
The Sory: Twitter UK Opens ‘Dating Twitter Advice Bureau’ Pop-Up Store in London. That’s right, you heard it here first. Twitter has opened a temporary pop-up store in London called the ‘Dating Twitter Advice Bureau’, which showcases the best in impractical, embarrassing and unromantic tweet tips on relationship-building.
The Trend: It’s all about the community, and when you place a pop-up in the UK, us Brits automatically gravitate towards it, multiplying in numbers instantly. Why is this good for brands like twitter? Suddenly, these experiences are shareable, likable and take awareness to a whole new level.
Our Take: By marking Valentine’s Day with a quirky pop-up shop showcasing awkward tweets, twitter is capturing the true essence of modern dating. The social app has been hit by a fair amount of criticism in recent times so from a marketing perspective, it’s a lighter way to look at the humor on the platform.
The Story: KFC is selling Valentine’s Day cards that smell like chicken for those of you who just crave some herbs and spices from your special someone. KFC has teamed up with Moonpig to launch a scratch and sniff chicken-scented Valentine’s cards for those who cannot get enough of the fast-food delicacy.
The Trend: Collaborations are the hottest trend in marketing, but what’s hotter than a KFC spicy wing (sorry we couldn’t resist) are collaborations that hit multiple senses. KFC is doing just that, taste and smell.
The Take: Brands are now creating emotional connections with their customers through emotional branding and tapping into as many senses as possible. What we think will be interesting is the arrival of unexpected products that are invented through future partnerships. The ones that will succeed, of course, will be the ones that make sense. Finger lickin Valentine cards? Not so sure about this one, but we like the originality.
In Other News: We’ve Been Shortlisted In Two Categories At This Year’s Digital City Awards 2020
We are proud to announce that we have been selected as finalists in two categories at this year’s Digital City Awards. A big shout out to our team for being shortlisted as “Digital Team Of The Year” and our co-founder, Heather Horton who has also been shortlisted as “Digital leader Of The Year”
We are up against some brilliant teams and leaders and are very much looking forward to the ceremony next month in Manchester! Stay up to date with the ins and outs of our agency life by following us on social and make sure you check out our first live video up on IGTV @ecrubox.
Have a great weekend everyone.