A year ago Match.com launched Down to Earth. After an initial spike in visitors, the site never went anywhere and quickly faded from memory.
Last week Match rebranded Down to Earth as STiR. STiR owes its existence to Going.com, the first popular event-based social network. STiR is leveraging another IAC portfolio company, CitySearch, to provide date ideas. A sound idea from the perspective of IAC but do 20-somethings use Citysearch? Sure there are 26 million monthly visitors, but I would think that Yelp would be the more logical service to partner (IAC ties aside). Looks like BlueHornet (Digital River) is doing email communications for STiR.
Prediction: STiR will relaunch as a Digg clone in a year or so.
More at Online Personals Watch, which got an exclusive on the story.
