OkCupid offers meaning that is new the expression DTF in dating app’s first-ever campaign

OkCupid offers meaning that is new the expression DTF in dating app’s first-ever campaign

OkCupid wishes singles to know that its users are DTF, yet not when you look at the method you may think.

The dating application is unveiling its first-ever advertising push this week with a multitude of out-of-home posters and electronic articles that provide brand brand new meaning to your acronym. Instead of “down to fuck,” OkCupid is changing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the” that is far right “forget our luggage.”

Launching in Portland, nyc and Austin, the campaign is a component of OkCupid’s effort to put the software as you that will help you see a relationship, not merely a hookup.

“What OkCupid has been doing is basically slim in to the proven fact that you’re a lot more than a photo,” said escort service in brownsville chief that is okCupid officer Melissa Hobley. “We’ve invested an important period of time and cash to help make the item actually reflect that.”

Throughout the year that is past OkCupid has made lots of changes to your software to assist it better mirror its “more substance than selfie” mantra.

final thirty days, it rolled down an attribute called Discovery that lets users seek out individuals via provided passions and interests.

The brand additionally recently announced that users may be expected to make use of real names instead of goofy usernames like DaddyzPrincess29 inside their pages, a move that received backlash that is swift users whom choose the privacy that OkCupid offers. The app quickly taken care of immediately criticism by saying that users don’t want to make use of their name that is“real/legal” in pages, but can’t usage numbers or symbols either.

While the 13-year-old relationship platform aims to modernize it self to better compete with all the loves of Tinder and Bumble, Hobley stated introducing the campaign in the beginning of January is sensible since here tends to be a “really big uptake in dating app behavior” within the brand new 12 months.

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