Hinge tackles dating apathy by urging users to delete it
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Signal
Aug 23, 2019
Hinge tackles dating apathy by urging users to delete it

Rather than trying to sex up the online dating scene, Hinge has released a funny and self-aware ad where its mascot dies every time a match is made. By acknowledging and offering a lighthearted response to online dating apathy, the brand demonstrates that it has its users' best interests at heart.

Hinge’s ‘Designed to Be Deleted’ ad encourages users to find love on the app – and then delete it forever. The ad stars ‘Hingie’, the furry Hinge mascot, who gets killed off in ridiculous ways each time two Hinge users fall in love – from being attacked by pigeons to burned in a campfire. It demonstrates that Hinge is happy to take a swipe at its own mortality with the messaging, ‘Find each other. Make us go extinct’. “We get it. Hinge users want to get off dating apps and into a relationship,” says Hinge chief marketing officer Nathan Roth. “I hope the campaign inspires even more singles to join Hinge and meet someone worth deleting the app for.”