Bauer Media launches online dating site Flirtify for millenials to 'fill gap in the market'
Bauer Media has launched an online dating service aimed at millenials called Flirtify.
Launch: Flirtify
The service is aimed at “modern, tech savvy singles” in the UK and will target its audience through social media and blog content, and a statement from the company said Flirtify would “combine an on-the-go mobile platform with a traditional dating website”.
The launch is the latest in a line of new digital products from Bauer following the launch this year of women’s lifestyle website The Debrief and email-only football newsletter The Equaliser.
Adele Simpson, head of CRM strategies and digital marketing at Bauer, told The Drum that Flirtify was created to fill a gap in the market.
“Over the past couple of years online dating has seen a significant growth in popularity and is now a welcomed addition to the lifestyles of ‘millenials’,” she said.
“We felt there was a gap in the market for a dating site that was marketed towards this younger demographic and offered the advanced features of more ‘traditional’ dating websites.
“We wanted to create an online dating experience that is convenient, can be used on-the-go, offers more advanced functionality than dating apps and will use social media platforms in order to become a leading voice in this lucrative industry.”
The service is free to join and browse for singles, but requires a £9.99 monthly subscription to access chat and other features. According to Simpson, there will be no advertising opportunities on the site, and the company wants to avoid being “overtly commercial” with the service.
“Consumers now expect brands to be active on social media platforms, they want a brand that they can interact and engage with. Exploiting Twitter, Pinterest and blogger, we want to provide a resource for our followers; offering tips and advice, recommended events/venues suitable for dates, promotions and competitions.
“We are keen to avoid being overtly commercial, and instead interact with our followers with the ultimate aim of becoming their ‘go-to’ for all things dating.”
The brand will receive promotional and editorial support from Bauer Media brands Absolute Radio and Kiss FM, and the Place Portfolio Radio station roster.