Pigsback joins online dating revolution with addition of ‘Dating Zone’ brand

Today, Pigsback.com launches the ‘Dating Zone’ with the UK’s most visited online dating website*, DatingDirect.com. The addition of the new zone to the reward-based consumer site will give Pigsback members access to an exclusive online dating community and generate increased ROI from its client activity.

For the first time, Pigsback members will be able to post personal profiles online, nominate themselves as ‘Date of the Week’, enter competitions and enjoy exclusive dating content. This new service will be promoted on the Pigsback site and through relevant and personalised ‘sizzler’ emails.

Pigsback.com’s Commercial Director, Cillian Barry, thinks the community element of the Pigsback site makes for a perfect partnership. He says: “Using the principles of Empathy Marketing® we will be gently encouraging members to interact and engage with the ‘Dating Zone’. Pigsback is all about developing a sense of trust with the consumer and we hope to make the whole online dating experience both accessible and fun.”

Darren Richards, CEO of DatingDirect.com, says: “What really attracted us to Pigsback was the chance to offer their thousands of loyal customers the opportunity to find real relationships. Like Pigsback, we offer our customers a trusted service and are delighted to extend this to new users.
Richards adds: “The Pigsback partnership reiterates our commitment to holding the number one position through the growth of our impressive portfolio of white-label partners. We are expecting excellent levels of consumer recruitment and retention through Pigsback’s loyalty points scheme – PiggyPoints.”

In recent years, there has been an explosion of interest in online dating. It is estimated that there are currently 6 million people signed up to various internet dating sites. DatingDirect.com is one of the most successful, boasting over 2 million* active members in the UK, and will provide a co-branded dating service to the Pigsback site for an initial period of six months.

…ends/
* Source – Nielsen Netratings May 2005

Editor’s notes

About Pigsback

Pigsback.com is a reward-based consumer site, which has become the sixth biggest in Ireland, and has won both digital and marketing awards. The company creates successful consumers and brands partnerships: where consumers are rewarded and brands are able to reach carefully targeted audiences.

The core values of the company are based on Empathy Marketing® principles, which are: permission-based; relevance; edge; mix of hard and soft messaging; frequency of communications; messages, not adverts; and development, not technology.

This concept redefines the relationship between the brand and the consumer through trust, reward, feedback and fun - mainly in the lifestyle and entertainment arenas.

The Pigsback website specialises in providing a unique marketing service in which brand messages are welcome to the target consumers, which is primarily females, aged 25-35 and in the B/C1 demographic. Its skilled team balances marketing and communications with a strong understanding of technologies and business processes. Furthermore, the company is committed to providing a quality service that is mutually beneficial to brands and consumers alike.

Current brand partners include Ebay, Blockbuster, UGC Cinemas, CD Wow!, Figleaves, Virgin Wines and toptable.co.uk.

www.pigsback.com

For further information, please contact:

Matthew Leach
immediate future PR
0845 408 2031
pressoffice@immediatefuture.co.uk

Published on: 12:00AM on 11th October 2005