Hey, I'm a gay man in the ad business. A single man, seriously looking to find a partner to settle down with. So I like to think I know what online dating services are out there — and whether they're any good or not. Except that last week I learned about ManCrunch — without them spending a dime on media advertising. That doesn't mean they weren't on the airwaves, or all over the net.
As just about all gay men who pay attention to media representation know, ManCrunch submitted a TV spot to CBS for the SuperBowl. They had to know it wouldn't be accepted. I doubt they even had the budget to run the spot even though the company claims they offered a cash payment. But the attendant media firestorm around the submission and turn down got the spot play on websites and cable TV comedy shows nationally.
This is a brilliant strategy of playing the media. And Reuters nails it in a story about ManCrunch and GoDaddy. Now if there were only a brilliant strategy to find a guy online for something serious. And believe me, I'm not looking for someone who wants to watch the Super Bowl with me. Unless it's to fast forward to the advertising.