Dextro Pornhub: Valentine Blind Dates Get Naughtier By the Year

Brief

Dextrophobia Rooms are the first escape room games to open in Sofia in 2014. Holiday promotions generally work well for them as people tend to do fun stuff when there is a proper occasion. Well, just not specifically for Valentine’s day.

Couples prefer to spend that day surrounded by hearts and flowers in a fancy restaurant. But hey, not all people. Single people are still not targeted by big advertising companies.

A year ago, we decided to do something about it and Dextrophobia celebrated Valentine’s day for 4 days with overflowing escape rooms.

Our goal was to repeat the campaign from 2018. Unfortunately, Tinder banned our organic profiles and we couldn’t reach and match with people like we did back then. We were not discouraged and went even further to make the blind dates happen by adding a new twist.

Insight and Idea

Where? Last year we jumped at the opportunity to experiment on the trendy hookup platform Tinder — a place with plenty of single people. This year we were looking for a place even more logical to find singles or simply players. Pornhub. We actually did it.

We set out to make ugly banners that fit the environment of the Pornhub network and some other relevant websites with similar content that we picked. We had different messages aimed at men and women between the age of 18 and 40 from Sofia.

Imagine scrolling and passing one of the many corny ads and looking closer into it realizing it is for an escape room in Sofia. The background image of the infamous “backroom casting couch” we used is just one example of a recognizable setting.

It stands out, no? A decent amount of folks clicked. They got their 30% discount and a blind date. We were winking at the people by making our approach lighthearted and humourous. Which in turn made people feel comfortable to join the fun.

Increase your chances. Don’t play just by yourself. Sign up for a blind date on the 14th.

Finish together. Don’t play just by yourself. Sign up for a blind date on the 14th.

Will you last an hour? Don’t play just by yourself. Sign up for a blind date on the 14th.

Results

As a result, this year’s Dextro blind dating turned out to be even more successful with Valentine continuing for 7 days.

We got more than 1.5 million impressions, around 3.8 thousand clicks with a CTR of 0.24%.

You will finish. Guaranteed. Don’t play just by yourself. Sign up for a blind date on the 14th.

You will finish together. Don’t play just by yourself. Sign up for a blind date on the 14th.

You will finish in an hour. Don’t play just by yourself. Sign up for a blind date on the 14th.

An interesting observation worth mentioning is that we got 31% more clicks from women compared to men.

In the end, everyone was satisfied. Dextrophobia got their rooms full, we were happy with the execution and of course people who joined had fun. What a way to make Valentine’s day special for everyone.

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creative director: angel iskrev
creative lead: maksim stoimenov
junior copywriter: spas nikolov
client service director: sava ahmakov
graphic designer: radoslav panev
graphic designer: lilia gateva

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