happn, the first dating APP, connected to real life
Merry Crushmas
happn is the first app of dating connected to real life: happn allows to find out who are the people you cross and you would like to find. happn has a free download in App Store, in the Play Store and the Windows Store and now has about 7 million members worldwide and 600,000 in Italy.
The international PR plan considered simultaneous events in the week before Christmas in New York City, London, Copenhagen, Madrid, Paris and Milan. Edelman entrusted us the development and the execution of the Merry Crushmas Tour in Milan.
The aims? Brand visibility & brand awareness, show how to use the app, push downloads and engagement on social media.
Hostess and Steward involved the target in an elegant and original way. In the most central areas of Milan, during greatest turnout time, they invited people to take a picture inside the special frame, under a sprig of mistletoe, reproducing happn home page inside a smartphone.
Mistletoe, symbol of good fortune that in December, appears in the doorway of millions of homes all over Europe and America and calls for kissing. It was a connection and a pleasant gift for anyone who downloaded the app or were already part of the Community.
Pictures were posted on social networks and shared by users.
