JDate launched a video ad campaign on Hulu and YouTube today that will hit cable TV airwaves later this month. It’s the culmination of a crowdsourced rebranding effort the Jewish dating platform put into play a few months ago, luring amateur copywriters with a free year on the dating service (a $300 value) for their efforts. Ricky Sans, an aspiring actor who provided the winning tagline “Matzo ball recipes don’t survive on their own,” even gets to star in a 30-second spot.
Los Angeles-based JDate worked with actor Rainn Wilson’s production company, SoulPancake, to produce the humor-minded videos. Agency Terri & Sandy helped with the company’s larger rebrand initiative dubbed “Get Chosen.”
Spark Networks, which owns the digital service along with ChristianMingle.com, dedicates roughly $3.4 million annually on JDate's advertising. And like so many marketing efforts nowadays, JDates focuses the current initiative for a millennial mind-set, per Spark Networks CEO Greg Liberman.
“The primary reason we crowdsourced a component of the ‘Get Chosen’ campaign was to engage directly with and give a voice to our members,” he said. “What better way to ensure the campaign is genuine and true to our millennial target than to give them an opportunity to help us create the campaign?”
Whether the effort—which includes a Times Square billboard ad—lifts his company's subscriber numbers remains to be seen. The brand's three commercials can be viewed below.