A vaccinated users poll suggests that “most dating adults support vaccination.” Therefore, various apps have decided to provide bonuses, stickers and profile badges for vaccinated users. This partnership comes as a recent YouGov poll shows 59% of adults would either prefer their date to be vaccinated or wouldn’t date an unvaccinated person. Young adults encouraged to take up the offer of a vaccine as under the 30s to be invited in the coming days.
Leading dating brands including Tinder, Match, Hinge, Bumble, Badoo, Plenty of Fish, OurTime and Muzmatch have teamed up with the government to encourage their users to get COVID-19 vaccinations through a new campaign. Dating brands will add new features to their apps and websites to support the government’s ‘every vaccination gives us hope’ campaign. The campaign encourages young people to get their vaccine in the second phase of the rollout and join the millions who have already received their jabs. Features will include vaccination badges and stickers to display on dating profiles, free “Super Likes” and other boost-type features. A recent YouGov poll conducted on 21 May also shows 31% of adults would prefer to date someone who was vaccinated and a further 28% would not date someone unless they had received the jab.
Examples of vaccine promotion campaigns launching across dating platforms in the UK include:
- Tinder: members will be able to add a variety of stickers to their profile including “I’m Vaccinated” or “Vaccines Save Lives,” with Tinder giving those who support the campaign a free “Super Like” to help them stand out among potential matches. Tinder will also launch a “Vaccine Center” with a suite of resources to educate and connect members with their nearest vaccination site.
- Match & Ourtime: members will be able to add a new badge to their profile to display their vaccine status, with those who participate in the campaign receiving a free “Boost” to help them stand out on the app. Match’s AI-enabled Dating Coach, Lara, will also encourage Match users to get their vaccination badge.
- OkCupid: users will be able to add an “I’m Vaccinated” profile badge and be featured within OkCupid’s “Vaccinated” stack, its new matching system that lets users search by select categories on the app. Those who participate will also receive a free “Boost.”
- Hinge: users who participate in their vaccination campaign will get a free “Rose,” which indicates to other users that they’re excited to get to know them.
- Plenty of Fish: members will be able to add an “I Got My Shot” badge to their profiles. Those who participate will receive 20 Live! credits to use on the Plenty of Fish Live streaming feature.
- Bumble: the popular women-first dating app will enable people in the UK to add a “vaccinated” badge to their profiles. For those who apply the badge, Bumble will offer complimentary credits for premium features such as Spotlights and Superswipes. People on Bumble will also be able to share COVID-19 preferences, letting them easily communicate how they are comfortable dating: outdoors or indoors, how they feel about crowded spaces, and their expectations about masks and social distancing. Bumble will also leverage its social media channels to amplify the need to get vaccinated.
- Badoo: in-app promotions will enable people in the UK to add a “vaccinated” badge to their profiles. In addition, Badoo will offer vaccinated people complimentary credits for premium features such as Spotlights and Superswipes. Badoo will also leverage its social media channels to amplify the need to get vaccinated.
- Muzmatch: content featuring medics answering users’ most pressing questions about the vaccine will run across social media channels.
