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OkCupid provides new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid provides new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid wishes singles to know that its users are DTF, although not when you look at the means you may think.

The app that is dating unveiling its first-ever marketing push this week with a multitude of out-of-home posters and electronic articles that provide brand brand new meaning towards the acronym. Instead of “down to fuck,” OkCupid is changing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the far right” and “forget our luggage.”

Launching in Portland, ny and Austin, the campaign is component of OkCupid’s effort to position the application as you that will help you discover a relationship, not only a hookup.

“What OkCupid has been doing is basically slim to the indisputable fact that you’re a lot more than an image,” said chief that is okCupid officer Melissa Hobley. “We’ve invested an amount that is significant of and cash to help make the item really mirror that.”

Throughout the year that is past OkCupid has made an amount of modifications to your software to simply help it better mirror its “more substance than selfie” mantra. Last thirty days, it rolled out an element called Discovery that lets users seek out individuals via provided passions and interests.

The brand name additionally recently announced that users will soon be expected to utilize real names in place of goofy usernames like DaddyzPrincess29 inside their pages, a move that received swift backlash from users who choose the privacy that OkCupid offers. The software quickly taken care of immediately critique by saying that users don’t want to use their “real/legal” name within their pages, but can’t usage numbers or symbols either.