On April 5, Match.com hosted 'Bark in the Park,' one of its new social events that encourages people to get together in person. As you can probably guess from the name of the event, this particular one focused on bringing dog owners together.
To get singles to the event, two posters were set up around London’s Battersea Park and were made to be absolutely impossible to miss, since they were scented with the aroma of "beefy dog food," which would naturally draw dogs and dog walkers towards it. One poster was set up at dog-level and the second one was set at eye-level, so that owners could read the flyer for the dating event while their pets curiously sniffed the one below.
Pet Food-Scented Posters
Match.com Cleverly Advertised Its Bark in the Park Singles Social Event
Trend Themes
1. Scented Advertising - Opportunity for brands to create engaging and immersive advertising experiences by incorporating scent.
2. Offline Social Events - Potential for businesses to organize in-person events to foster community and real-life connections.
3. Targeted Outdoor Advertising - Emerging trend of using location-specific and contextually relevant advertising materials to capture attention.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to explore new sensory marketing techniques.
2. Event Planning - Opportunity for event planning companies to create unique and themed social events for various target markets.
3. Out-of-home Advertising - Potential for outdoor advertising companies to leverage innovative advertising ideas to attract consumers.