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Why dating app Hinge would like to be deleted

The app’s that is dating major worldwide advertising campaign sees app symbol Hingie “dying to be deleted” as young love blossoms.

With competition growing within the online dating sector, brands from Bumble and Tinder to Grindr, Match and Happn, are fighting to get a placement that may interest singles, cut through the noise and guarantee downloads global.

Hinge is using an approach that is different its Match Group stablemates by having a brand new campaign dedicated to the app’s objective – to be deleted. The app’s that is dating worldwide campaign, and television debut, brings Hingie to life as a loveable software symbol that is assaulted by pigeons, burned for a campfire and drowned in a washer all within the quest for love.

Week“On Hinge there are no rules, timers or games because we’ve created an app that’s actually designed to get people off their phones and out on great dates, ” Hinge CMO Nathan Roth tells Marketing.

“We’re bringing our software icon to life and achieving it perish as partners hit it well.

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