Loveflutter launches global events programme in US

Daigo Smith, co-founder of dating app, has revealed details of the brand's global experiences, including its first international event at the New York Hall of Science next week.

New Yorkers to take part in Loveflutter's paper bag dating event
New Yorkers to take part in Loveflutter's paper bag dating event

The Science + Dating Social Experiment is based on an event the brand hosted at London’s Science Museum in June, which saw 60 singletons wearing personally-decorated brown paper bags on their heads, to see whether participants could make deeper connections with conversations, rather than looks.

Loveflutter is working with agency Social Exposure NYC on the New York event, which takes place next Wednesday 19 November.

Smith told Event Loveflutter will be activating more 'social experiments' in 2015 across the United States and UK. The brand has confirmed ten further events will be taking place in the US and Canada next year, with the next experience kicking off in LA in February, as well as in other destination on the west coast.

It comes as the brand revealed five months ago that it was exploring international opportunities, as well as festival partnerships.

"We've a rapidly growing userbase in the States, they've really taken to the concept behind Loveflutter both as a product and live experience," he said. "NYC is the perfect fit after our London event. Both cities are at the forefront of the dating revolution that's happening at the moment, so it's a great testing ground for both the digital product and our live brand extension that we're branding as 'Loveflutter Experiences'."

Smith added that while revenue through events is not the brand's immediate focus, this will change in early 2015 as Loveflutter has plans to organise around 30 events across the globe and drive revenue through tickets sales and sponsorship.

"We've proven that if an event is unique and buzzworthy enough, ticket sales will fly and sponsors will be attracted," he explained. "Our London event sold out within hours and our NYC event is on course to do the same, with a full roster of six drinks sponsors signed up.

"Unique, memorable experiences that attract the public and advertisers alike will be a key source of revenue for Loveflutter in 2015."

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