CAMPAIGN: Match.com seals Glasto sponsorship with a kiss

Internet dating company Match.com negotiated a presence at Lost Vagueness, Glastonbury Festival’s willfully ­eccentric enclave, to encourage offline interaction with the brand.

Match.com: staged attempt to break the record for couples kissing simultaneously
Match.com: staged attempt to break the record for couples kissing simultaneously
Glastonbury

Campaign The Match.com Big Kiss
Client Match.com
Agency Cherish PR  
Timescale May–July 2007
Budget £65,000

Objectives
To get Glastonbury’s muddy revellers to stop and share a kiss, generating press coverage and creating a memorable experience. To break the Guinness World Record for ‘most couples kissing simultaneously’.

Strategy and plan
Before the event, Cherish promoted it to Match.com members and released a survey story about the person Match.com members would ‘most like to share a snog with’. The record-attempt story was released to the nationals.

To drive awareness at Glastonbury, a six-strong PR team of ‘love angels’, with branded tattoos, white wings and wellies, spread the word among festival-goers and handed out 13,000 Match.com ‘record breaker’ stickers. Match also ran a daily dating event, the ‘Boy Meets Girl Show’ in the Lost Vagueness’s Roller Disco Tent.

The record bid was promoted on big screens across the Lost Vagueness field, with hosts on six stages coaching the audience on how the kiss should take place – on the lips for a minimum of 10 seconds. Madness frontman Suggs led the countdown to the kiss.

Several TV crews recorded the event, including CNN, BBC and VNR. Footage was distributed to news ­channels and programmes across the world.

Measurement and evaluation
Match.com was awarded the record, with 6,837 couples taking part. Coverage in the UK included The Sun, Daily Star, Daily Record, BBC Radio One, BBC Radio Two and BBC TV’s Glastonbury coverage.

The event also won coverage across the world, including Japan, Germany and 62 US  TV stations.

Results
The number of visitors to Match.com rose in the two months ­after the campaign, with 377,000 in June, 399,000 in July and 454,000 in August.

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