Valentine’s Day is one of the happiest days for couples, but for the rest of the society it is a constant reminder of loneliness. To avoid this feeling, matchmaking apps are very popular in Turkey especially among youth. Therefore, Samsung decided to create a matchmaking system that would appeal to youth’s perception of life.

In Turkey, the cinemas have a special offering called “LoveSeat”, which is basically a couple’s seats. These LoveSeats are especially preferred on Valentine’s Day by couples. Since singles are left out of this concept entirely, Samsung wanted to create a virtual Love Seat for them.

Samsung’s Love Seat differs from usual matchmaking mechanisms by being based on more substantial qualities than simple aesthetics, it uses users’ movie, genre and director preferences. This way, single mobile users were invited to a deeper and more customized matchmaking process.

While mobile users were on Turkey’s most popular news and entertainments apps, they encountered the mobile banners asking if they were lonely on Valentines day. If the answer was yes, they were asked about their choices of movies, genre, music and etc to identify their taste of films. After the questionnaire was completed, the users are shown to whom they were matched with. On Valentine’s day, matched couples were shown the same code on the mobile banners, so that they can use it on Turkey’s most popular online movie streaming website, BluTV. In adition to these mediums, a chat screen on the mobile microsite was created.

During the movie, the couples were able to talk to each other via the chatting screen on the mobile microsite.

With app detected technology in mobile advertising, the campaign aimed mobile users having match making apps downloaded to their smart phones.

139.180 mobile users participated in the campaign through the mobile banners. 63% of the people who filled out the forms were matched on Valentine’s Day to share the virtual Love Seat with. Matched couples talked to each other on an average of 52 minutes at the branded mobile microsite and spent another 65 minutes while watching the movie simultaneously. During the campaign period, ‘Samsung Galaxy A’s Google search volume increased 26%.

The campaign organically became trending topic on Turkey’s most popular youth social media platform Scorp. More than two hundred famous vloggers talked about Love Seat and in only 2 hours, ?195.300 worth of earned media was attained.

The attained organic buzz on social media, increased Google search results, participation and engagement rates of the campaign created brand awareness among Samsung’s target audience that could be observed quantitatively.