OkCupid's Merch-Heavy #VILF Promo Campaign Wants You to Be the Sexiest Voter You Can Be
In 2020, every company is political. In one way or another, they’ve let their prospective customers know where they stand on social and political issues. Part of it might be to appeal to younger consumers, which have more access to information and communication than ever before, and therefore are more active in ways other generations couldn’t be. But another thing is that, in 2020, it’s more acceptable for companies, which previously had to be faceless and with no personality, to show their human side. Heck, it's now expected.
And what company can be more personal and 21st Century than an online dating company? OkCupid, one of the many dating services available today, is trying to bring some romance to the civic duty of voting in the 2020 election.
It's doing that by introducing a full line of branded merchandise like bags, condoms, lawn signs, pins and T-shirts that say “Be a #VILF,” which, of course stands for, “Voter I’d Like to…” well, you don’t need us to finish that one.
— Michael Kaye (@MichaelKayePR) September 17, 2020
OkCupid also put out an ad that is eerily reminiscent of a political smear campaign. But, instead of some nefarious candidate, it’s “Trevor,” who looks handsome and perfect, but really is *gasp* not registered to vote.
OkCupid went right to the source, Washington, D.C., to hand out #VILF merchandise to potential voters/daters at major landmarks. The OkCupid team handed out hundreds of each item, and used information on the app to help people register to vote if they weren’t already.
Maybe it's the influence of that picture of young Joe Biden that we talked about on the podcast that's driving people crazy when they think of the presidential election. Or maybe it's just recognizing the importance of making your voice heard. Toss up, really.
So far, according to MediaPost, more than 115,000 OkCupid users have used an in-app badge to show potential matches that they’re eligible to vote. You could say that they’re the most eligible bachelors and bachelorettes on the market today.