Few online dating sites have the resources to run advertising on television and cable. Sites like Mate1 and True prefer to spend over $20 million yearly on online advertising. When it comes to television advertising, EHarmony, Match and newcomer Chemistry.com come to mind.
Match, in particular, has been putting a lot of effort into supplementing expensive television advertising with additional web site features which feel like a blend of reality tv and YouTube.
Recently I spoke with Michael, one of the stars of the Match.com “It’s Okay to Lookâ€? ad campaign, viewable at the unfortunately-named Match Uncut. Michael, also known by his username SolMan2007, is one of 25 singles who were hand selected by Match.com to take part in their “It’s Okay to Look” national advertising campaign. “It’s Okay to Lookâ€? launched New Year’s Day 2007.
Michael had been on the site a short while when Match contacted him last fall. He had become a Match member “Because nobody was coming over� and he was busy raising his daughter.
Soon, Michael was whisked to an audition in Hollywood to do an on-camera interview, which was followed by an photo shoot in October.
Next, two cameramen followed Michael around for a week. They even came on his first dates with other Match members. If the thought of having a videocamera stuck in your face like on Shipmates makes you squirm, be assured that the style is much more mellow and relaxing than, “Will he sleep with her, tune in after this commercial” style of reality dating shows. See for yourself, video of Michael with his daughter, and going on dates, can be found at Match Uncut.
Michael had a few things to says about being on Match, the power of video and dating in general.
#1 reason to be on Match: Opportunity to is beset represent yourself.
#2: Be honest, no old photos.
Match is one part of his overall dating strategy. He has done trial periods with other services in the past.
Video really gives people a sense of your personality and lifestyle. It’s much easier to read someone’s body language.
I should mention here that Michael received compensation, mainly travel and dinners on dates, whereas I did not.
I have to remember to check in with Michael to see how things are going and to get any date updates.
Match has tried adding video to profiles in the past. Lo-fi, grainy, and limited to the resolution and audio quality of the person’s webcam, Match’s previous attempts at adding video to profiles pale in comparison to “It’s Okay to Look.”
New members will be featured from time to time, giving even more singles the chance to stand out at Match.com.
If you or someone you know wants to star in the next “It’s Okay to Look� campaign, visit the registration page.
