Over the course of the pandemic, when people were forced to enjoy their own company, many individuals turned to online dating. A survey by Rutgers University found that single people now have more interest in settling down than before the pandemic, with 27% of those surveyed saying they attended a virtual date before meeting the other person in real life, if at all. Gen Z specifically had over 50% of respondents report they had a form of video call or virtual meet-up before a date with the other person in real life. Because of this, Time Out has partnered with Maybelline New York to create a “Dating IRL” campaign from July through to October designed to encourage people to get back into the physical world of dating and to build confidence among consumers. The campaign will also see Time Out's popular dating show, The Undateables, return to TV screens.
Time Out's Creative Solutions team came together to create the bespoke campaign, which will see Maybelline's Fit Me foundation as the main focal point. The campaign emphasizes the idea of "finding the perfect fit," promoting the foundation that includes over 40 colors to make "finding the perfect shade fit even easier than finding the perfect partner." The campaign will run in the US, with Maybelline as the relaunch editorial sponsor of The Undateables. Couples on the show will meet on blind dates in various US cities, showcasing the best places to go on dates across the country, with editorial content on the most romantic spaces in America also being shared in conjunction on the Time Out website.
As well as the sponsorship, an interactive dating content hub has been published to timeout.com, hoping to engage audiences and drive traffic to the campaign. Across the webpage, users can take a quiz to find out how ready they are to date, and access editorial content with tips, success stories, and advice from dating experts who have shared their most embarrassing dating stories. Time Out will also push this content through its newsletters, social media, and a series of branded videos across Facebook and Instagram.
"Across the US, people have missed 'city life'—now that we're getting back into it, they are looking for things to do, and they trust Time Out to inspire and entertain them. And though the past years have taught us we may not need to spend as much effort or time on our outer appearances, it remains a large part of our lives," says Jessica Feinstein, Senior Vice President, US Marketing, Maybelline New York. "After all, we still live in a time of social media, selfies and bathroom pics—and while we may love hanging out at home in our pyjamas, it is also simply fun to get back to beauty and back out into the world. Our campaign with Time Out celebrates this—it's fun, vibrant, and we can't wait to help people get back into Dating IRL."
Live events will also occur at Time Out Market, the brand's food and cultural space. The events will be ticketed and take place in New York, Chicago, and Miami, as well as in a separate venue in Los Angeles, where Time Out Market does not currently have a presence. The Market will see people from across the four cities be invited for the evening to enjoy food, music, drinks, comedy, and speed dating. Maybelline will provide sampling and makeover stations at the events, helping guests to find their perfect Fit Me foundation and explore which of the latest makeup trends work for them in order to feel their best for their next date.
"With city life back and people enjoying it like never before, they turn to us when they go out—and our brand partners can be right there. We are very excited to be working with Maybelline New York—it's a match made in heaven and our first time delivering a campaign for this iconic brand," says Stacy Bettman, Time Out's President of North America & UK. "Our experience-hungry, fun-seeking audience is a perfect fit for Maybelline New York, and we have had so much joy working with the team to create this bespoke campaign that makes the most of our diverse Time Out channels—whether that's digitally or with live events at our Time Out Market."
