Twitter’s Newest Out-of-Home Campaign Looks at Love as Valentine’s Day Nears

The social network took over billboards and subway ads in New York, San Francisco and Seattle

An escalator in front of a screen with tweets displayed on them
The Love Twitter campaign in the 53rd Street subway station in Manhattan. Twitter

Twitter is taking it to the streets (and the subways) with its Love Twitter campaign marking Valentine’s Day Friday.

The outdoor (and underground) campaign is taking over billboards and subway ads in New York, San Francisco and Seattle with the idea of bringing to light actual conversations representing what people are really thinking, rather than commercial language and the unrealistic expectations it creates for Valentine’s Day.


Twitter said the campaign will highlight actual tweets on topics including dating applications, dealbreakers, going on dates, marriage, Valentine’s Day, nudes or adding to the infamous #WeMetOnTwitter hashtag.

The company has run similar campaigns in the past, including Me on Twitter last May and Twitter Is Like last September.

The social network also looked at changes in conversations on topics related to love and relationships, from 2017 through 2019.

Twitter said tweets about ghosting or being ghosted are up eight times since 2017.

Cuffing season, referencing the period from August through December, has seen related tweets rise every year out of the past four years during those months.

Tweets about sliding into DMs (direct messages) peak at 10 p.m. and are up 25% from 2016.

First date is the subject of the most tweets on Fridays and Thursdays.

People tweet the most about getting engaged in December. David Cohen is editor of Adweek's Social Pro Daily.