Interview: Jack’d Marketing Director Tips GBTQ Video Dating
Last month, Global Dating Insights released the 2019 edition of the GDI Power Book – our celebration of the influencers, innovators and leaders who are shaping the online dating industry.
Alon Rivel, Director of Global Sales and Marketing at Jack’d, was featured this year for taking the platform past 1.2 million users. Of these, 500,000 are active and 89% come from the 18-35 age bracket.
GDI caught up with Rivel to find out more about the GBTQ app’s success, and to get his take on the highlights from the past year.
Find the full interview below:
What have been the highlights at Jack’d over the past 12 months?
AR: “We launched our first ever out of home campaign in Boston, our HQ city. We never played with out of home billboard advertising and wanted to drive usage and awareness in a cheeky way in our home town.
Our billboards have garnered a lot of attention around Boston given the copy which is: ‘When was the last time you Jack’d?’. We played on the idea of being sexual and humorous because we wanted people to pay attention. It has been a big success and we are excited to continue to play in that new space for us.”
How do you see the GBTQ dating space evolving this year? What are some of the key forces at play?
AR: “Video is going to be big and continues to be. It is only a matter of time before the key players in the GBTQ dating space start to introduce live streaming video into their platforms.”
What can we expect from Jack’d and Online Buddies in 2019?
AR: “All I can say without giving anything major away is exciting new things. We have things in the works but are not able to share them just yet.”
Outside of dating, what’s one brand that you really admire from a marketing perspective?
AR: “Lyft does an amazing job with their branding and being the ‘underdog’ of the car share space. Their branding is more inclusive, younger, hipper, and just seems to have more fun than their main competitor.”
What’s your number one book recommendation for other dating industry professionals?
AR: “Brain on Fire. I personally just love that book, it is a really gripping true story. I am not going to recommend that anyone else in the industry read a book about mobile dating because I believe we read enough about that.
If I am going to recommend a book to someone I want to make sure they read something that gets them learning about something new that they don’t already know.”
Visit the Jack’d website here.
