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OkCupid offers meaning that is new the phrase DTF in dating app’s first-ever campaign

OkCupid offers meaning that is new the phrase DTF in dating app’s first-ever campaign

OkCupid desires singles to know that its users are DTF, yet not into the real method you may think.

The app that is dating unveiling its first-ever advertising push this week with a slew of out-of-home posters and electronic articles giving brand new meaning towards the acronym. Instead of “down to fuck,” OkCupid is replacing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the far right” and “forget our luggage.”

Launching in Portland, nyc and Austin, the campaign is a component of OkCupid’s effort to put the application as you which will help you will find a relationship, not only a hookup.

“What OkCupid has been doing is basically slim to the proven fact that you’re a lot more than a photo,” said chief that is okCupid officer Melissa Hobley. “We’ve invested a significant period of time and cash to really make the item actually mirror that.”

Throughout the year that is past OkCupid has made lots of modifications towards the application to assist it better mirror its “more substance than selfie” mantra.

final thirty days, it rolled down an element called Discovery that lets users seek out individuals via provided passions and passions.

The brand name additionally recently announced that users will undoubtedly be asked to utilize real names rather than goofy usernames like DaddyzPrincess29 within their profiles, a move that received backlash that is swift users whom like the privacy that OkCupid offers. The application quickly taken care of immediately critique by saying that users don’t have to make use of their “real/legal” title inside their pages, but can’t usage numbers or symbols either.

Once the 13-year-old relationship platform is designed to modernize it self to better compete with all the loves of Tinder and Bumble, Hobley stated releasing the campaign from the beginning of January is sensible since here tends to be always a “really big uptake in dating app behavior” within the brand new 12 months.