Avoid the Horror with Hinge

The brief was for an integrated campaign for the dating app Hinge. Dating apps can be scary to use and can lead to some dating horror stories. With Hinge, though, users can avoid this altogether due to a great algorithm that creates a more upfront dating experience with a different demographic, allowing the users to more easily find who they are looking for. Bring in more users by making it clear that Hinge is the best option for them. Show possible users that Hinge is a less ‘scary’ option through use of humour and stylish design. The campaign would launch during October, before Halloween, and play with the idea of horror stories, including horror films and haunted houses.

OOH Ads

Experiental

For the experiental aspect of this campaign people will come to a ‘haunted house’ that highlight the horrors of online dating. Guests will line up to go into a ‘haunted house’ with a sign saying “House of Dating Horrors.” They will go in, entering into a mirror maze, the lighting dark and neon, reminiscent of the campaign. There will be archetypal dating characters running around to ‘scare’ the guests. The mirror maze will take a few minutes to get through. They will then go through a hallway that will take them into a circular room lit red. The walls will be covered in censored dick pics. The exit on the other side of the room will take the guests into a room that is video screens from floor to ceiling. The screens will show rotating dating profiles that contain horrible lines, bad pictures, and red flags galore. Around a wall is another room made up of screens. These screens will feature individual texts that no one wants to receive. The texts will vary from a “U up?” of long winded, cringey texts like those featured on Beam_me_up_softboi’s instagram account. The guests will then exit and receive candies and treats, all Hinge branded, with the saying “Avoid the Horror with Hinge” on them. The mood board for the haunted house can be seen below.

Digital Ads