DIGITAL BULLETIN -- Oct 20 -- One male and one female Match (UK) member had the chance to find love through Match.com, and appear live on peaktime TV. Ads were shot immediately before transmission, in front of a live studio audience, and then transmitted as live ads. The first saw the host introduce the lucky winners, the second gave the winning man the opportunity to sell himself, and the third saw the winning woman's turn. Before the TV activity, contestants uploaded videos to a special "Live Love" Match.com microsite, comprising a 30-second pitch describing why they shouldn't be single. Other Match.com users then judged the entries, with two winners going forward to the final TV stage. More TV activity surrounded the event itself, including ten-second promo TV ads. After the "climax" live ads, the winners were interviewed on regional ITV, and their dating progress tracked on the live ad website. RESULTS: PR coverage featured in The Sun, the Daily Star and The Express. The day after the live ads aired was the highest month forsubscriptions in Match.com's (UK) history, 3.5% higher than the best-performing month for the year. The success was due to the combination of PR, search and the MSN partnership.
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