Leffe Launches Dating App

Beer brand Leffe has released a location-based iPhone dating app for the Israeli market. The Leffe MatchMaker app, developed by Moblin and released on 13 February, connects to the brand strategy, and provides a matchmaking service for couples.

It offers suggestions of restaurants, pubs and cafes where people can meet, and includes mobile coupons offering 50 per cent discounts off Leffe at selected venues.  Each venue had a “Leffe MatchMaker” sticker on the window to signal that the mobile coupon could be  redeemed there. Within the venues, QR codes were used to encourage users to download the app by scanning the code.

The venue database is automatically drawn from Foursquare, based on the Foursquare API, but it does not require the user to be registered for Foursquare. Users  can, however, check in with both Foursquare and Facebook, to see whos around them and start chatting from within the app. Users can search for a specific venue, or leave the app to locate the nearest restaurants, pubs and cafes.

The app also includes three “ice-breaking” games that offer a way for the user to get to know someone they have just met a little better.