JDate Crowdsourced Its Ad Copy for Biggest Rebrand in 17 Years

Wanted more of a millennial vibe

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JDate is running billboards in New York City's Times Square and a highly trafficked Los Angeles location with "Find Mr. Right to Left" ad copy, which came out of a recent social media contest. Brooklyn, N.Y. comedian Jonathan Morvay was the amateur copywriter who submitted the tagline, as he and two other authors of winning entries will receive a free year on the dating service (a $300 value) for their efforts.

Morvay's work will augment the company's first major rebranding effort in 17 years—dubbed "Get Chosen"—and his copy will appear in the Jewish dating service's digital and broadcast ads for the foreseeable future. The company is shifting its messaging away from "someone else's romantic success stories" to more of a "me right now" vibe that's aimed at millennials. And while it's a rebranding effort at heart, it's also very much designed to spike paid subscriptions.

"I've been here for 10 years, and awareness has never been a problem for JDate in the Jewish community," said Greg Liberman, CEO of Spark Networks. "So we are much more focused on [customer] activation."

Spark Networks, which owns the digital service along with ChristianMingle.com, dedicates roughly $3.4 million annually on JDate's advertising. Terri & Sandy Solution helmed the Get Chosen rebrand initiative.

So get ready to see plenty of "Find Mr. Right to Left" ads as well as the other two winning taglines from the contest: "Because Dating Shouldn't Be as Hard As Parting the Red Sea" (penned by Madison, Wisconsin's Anthony Ramanaus); and "Matzah Ball Recipes Don’t Survive on Their Own" (by Los Angeleno actor/musician Ricky Sans). Their words were chosen because they represent fun, inside jokes to single Jewish people, per a JDate rep.

The Web player leaned on Twitter and Instagram while employing the hashtag #GetChosen to garner 75 ad copy submissions before selecting the triumphant trio.

In addition to cable TV and out-of-home marketing, Liberman said the socially-engineered slogans will be in paid promos via YouTube, Facebook and a group of Jewish-centric outlets such as Haaretz.com.

"Billboards are where we feature the winners initially," he said. "This isn't a deal where they submitted some ideas and they will be up in lights for just a few days. It's a living, breathing campaign. And we can add to it as time goes on and as people come up with other good ideas."

@Chris_Heine Christopher Heine is a New York-based editor and writer.