Experiential Marketing

Hinge's New Online Shop Celebrates Dating App's Sacrificial Mascot

The Hingie Shop is an extension of 'Designed to be Deleted' campaign

hands holding smores with hinge logo the marshmallow
Hinge's shop sells a s'mores kit that lets you burn a marshmallow Hingie (the brand's mascot). Hinge
ian.zelaya
By Ian Zelaya

Hinge is inviting fans to destroy Hingie, the brand’s mascot that dramatically dies when users find a match, in the comfort of their own homes.

The dating app has launched an online merchandise store called The Hingie Shop, featuring products that are an extension of the brand’s ongoing “Designed to Be Deleted” messaging. The international campaign, which debuted in August, encourages users to go on dates with the goal of getting into a committed relationship and deleting the app.

The

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ian.zelaya

Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.

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