Hinge's Mascot Wants You to Find Love and Delete the Machmaking App
Grace Mahas — August 12, 2019 — Marketing
Hinge, the iconic "dating app designed to be deleted," has recently unveiled its newest international campaign -- the Hinge Mascot. Its inception was inspired by the brand's desire to have its users off the app and in loving relationships.
The campaign demonstrates this with its fuzzy, marshmallow-like mascot in various dire situations while the users are so engrossed with one another they fail to notice. Some examples of the unfortunate situations Hinge's Mascot finds itself in include burning in a campfire, being run over by a taxi, having an air conditioner unit fall on top of it, and having it freeze in a store's refrigerator.
To encapsulate the brand's desire to help users fall in love, the multimedia campaign features a fitting tagline: 'Hinge wants you to find love, even if it kills us.'
The campaign demonstrates this with its fuzzy, marshmallow-like mascot in various dire situations while the users are so engrossed with one another they fail to notice. Some examples of the unfortunate situations Hinge's Mascot finds itself in include burning in a campfire, being run over by a taxi, having an air conditioner unit fall on top of it, and having it freeze in a store's refrigerator.
To encapsulate the brand's desire to help users fall in love, the multimedia campaign features a fitting tagline: 'Hinge wants you to find love, even if it kills us.'
Trend Themes
1. Mascot Marketing - Hinge's successful use of a mascot in their international campaign demonstrates the potential for other brands to embrace this trend and enhance their marketing strategy.
2. Relationship-centric Marketing - Hinge's focus on promoting relationships instead of just endless swiping presents an opportunity for other dating apps and related industries to pivot their marketing strategies towards a more relationship-centric approach.
3. Humorous Marketing - Hinge's use of a cute and humorous mascot in their campaign has the potential to inspire other brands to embrace humor in their marketing to better connect with consumers.
Industry Implications
1. Dating Apps - The success of Hinge's mascot campaign presents an opportunity for other dating apps to embrace a relationship-centric approach and use a mascot or other unique marketing strategies to stand out in a crowded market.
2. Advertising - Hinge's use of a mascot in its campaign demonstrates the potential for advertising agencies to embrace the use of mascots or other humorous approaches to creating memorable and effective campaigns that resonate with consumers.
3. Marketing Technology - Hinge's use of a multimedia campaign with a mascot as its centerpiece presents an opportunity for marketing technology companies to develop new solutions that help brands create more engaging and original marketing campaigns.
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