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A more mainstream opportunity can be found on sites designed for users seeking love, rather than indulging lust.
That applies particularly to dating apps, which can be exploited to create campaigns that speak directly to the consumer in ways that are relevant and entertaining.
"Diesel has always been adventurous, but this campaign was very appropriate," explains Welch. There are categories that wouldn’t be appropriate." Relevance and audience-reach aside, the medium would be too controversial for some.
"Brands should be rightly wary of aligning themselves to the sector," warns Kevin Chesters, chief strategy officer at Ogilvy & Mather, London.
Yet, despite Zomato’s humorous ads generating millions of clicks and a rise in order volumes, all at a very low cost, the backlash was instant and intense.