Developed in Kelowna by UBC graduate Jason Bernhardt, Levity debuted an ambitious dating campaign on November 14th. Titled the #100happycouples challenge, the activation seeks to not only bring more awareness to the app, but also to "bring connections closer together at a time when community gathering is restricted." The goal of the dating campaign is to bring together 100 couples by Valentine's Day.
Levity encourages users to invite their friends to join the app and set them up with potential matches through the platform. In addition to this, the app also boasts a community element that pairs people who could potentially hit it off and asks the community to vote for or against the pairing. As a result, Levity is definitely a little bit more socially centered than other platforms on the market.
Image Credit: Levity
Key Themes Behind This Trend
- Challenge-based Dating
- The rising trend of challenge-based dating campaigns presents disruptive innovation opportunities for dating app developers to increase user engagement and foster community connections.
- Community-centered Matching
- The trend of community-centered matching in dating apps opens up opportunities for developers to create platforms that prioritize social connections and involve the community in the matchmaking process.
- Friend-driven Matchmaking
- The trend of friend-driven matchmaking campaigns provides an avenue for dating app developers to leverage users' social networks and encourage them to set up their friends, fostering a sense of community and increasing app adoption.
Where This Applies
- Dating Apps
- The challenge-based dating campaigns trend offers disruptive innovation opportunities for dating app industry players to attract and retain users through engaging and community-focused initiatives.
- Social Networking
- The rising trend of community-centered matching in dating apps creates opportunities for the social networking industry to collaborate with dating platforms and integrate community-driven matchmaking features.
- Marketing Campaigns
- The trend of friend-driven matchmaking campaigns in the dating app space presents disruptive innovation opportunities for marketing professionals to create interactive campaigns that leverage users' social networks to drive app adoption and engagement.
