The dating brand is rolling out an integrated campaign to support the launch of GaydarMobile.
A Bluetooth campaign was broadcast from Profile, Gaydar’s own bar in Soho, during Soho Pride, encouraging sign-up to GaydarMobile and offernig free Gayday-branded content, including wallpaper.
Simon Johnson, marketing manager, Gaydar, said: “Community building has always been at the heart of what we do. We want to create a peer-to-peer viral element with this campaign.”
The push includes another three-day Bluetooth campaign and outdoor advertising at Manchester Pride this weekend, where 135,000 people are expected, and online adverts.
GaydarMobile, delivered by Mobestar, is fully integrated with the web service and offers extra functions. The mobile interface, , is available via any network and can be delivered to more than 9,500 handset types. The mobile service incorporates location-based services, so users can see who else is online locally. For advertisers, this means that users can be targeted individually with marketing and others services according to their location.
Trevor Martin, sales and marketing director for Gaydar.co.uk, said: “Our users have embraced mobile phone technology and it was important for us to implement a mobile platform that allows them to access the key features of Gaydar.co.uk at any time and in any place."
Gaydar Nation is currently in beta phase and will go live in mid-September. QSoft Consulting is parent company of The Gaydar Group, including Gaydar, Gaydar Radio and Rainbow Network. Gaydar’s online dating service currently has 1.6 million members.
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