QSoft Consulting, owners of the Gaydar portfolio of brands, has rolled out its UK personals site on mobile with a major integrated marketing campaign. The campaign, which takes as its theme, Gaydar On The Go, broke yesterday. It combines print, broadcast, events and online with viral activity at Manchester Pride over the August Bank Holiday weekend when over 100,000 people gathered for the Citys annual Mardi Gras celebration.
A Bluetooth device was installed at Manchester Prides Main Stage requesting people to turn on their Bluetooth device for the chance to receive free wallpapers, videos and special offers to their mobile.
A similar device was installed at Gaydars flagship London entertainment venue, Profile, during Soho Pride, which took place on August 19, to capture passing footfall.
Gaydar.co.uk has 1.4 million UK subscribers and claims to be the first major dating brand to offer its customers access to their web-based profile via their mobile handsets. The service enables users to check their messages and contact people while on the move, and also incorporates location based services (LBS) to allow users to see who else is online nearby.
We are the first major dating brand to offer our customers this extension to the existing web service, which provides them with a new freedom in finding friendship and partners, anytime, anywhere says QSoft Sales and Marketing Director Trevor Martin. The service remains easy to use and totally secure, and will evolve in the future. Its roll out is supported by a wholly integrated launch campaign which is specifically designed to capture our users at different moments in their day.
Print ads are running across selected gay titles, while broadcast activity includes a GaydarRadio competition to win handsets. The marketing campaign was created and planned in-house. Creative was devised by QSoft Creative Director Mark Mangla.
Following the UK launch, GaydarMobile will roll out to 4 million users in Italy, Spain, France, Germany, the Netherlands, Japan and Australia over the coming six months.
GaydarMobile is powered by Mobestar, which specializes in extending online communities to mobile. The Gaydar Mobile service uses Mobestars mDate solution which was specifically designed to replicate and enhance the core functionality of online dating services.