The simple truth of New York dating, is that when New Yorkers date, they date online. And when they date online, they look for any means possible to give themselves an edge. Realizing that travel photos gave a statistically proven advantage in the dating sphere, by making peoples’ profiles seem more worldly, we partnered with Tinder to create a mural installation that would give Brooklyneers the kind of travel photos a Delta trip would commonly provide... Without ever having to leave the city. Before long, our backgrounds began popping up on Tinder, Bumble and OKCupid (not to mention Instagram) further embedding Delta as a permanent fixture of the NYC dating landscape.

We worked with illustrator Andrew Rae to create a mural on the corner of N10th and Wythe that replicated nine backgrounds from some of the most romantic destinations Delta flies out of NYC. Existing for 6 weeks in the summer of 2017, the mural allowed passersby to take fake travel photos for their dating profiles. These backgrounds were accompanied by playful illustrations that encouraged users to upload their pictures to Tinder. Tips based on statistical information around successful profile photos such as “if you have a puppy, now would be the time to hold it up” “girls look slightly away, guys look directly to camera”, “no duck face” etc. enhanced our call for interaction.

The Dating Wall garnered 1.65M OOH impressions and a nod from Adweek as one of the best ads of 2017. The wall succeeded in having skeptical New Yorkers engage with a legacy brand, letting us into their dating profiles and social feeds. This included 536 organic public instagram posts with a potential of 2.8MM earned impressions and roughly 3.2K organic twitter conversations with a potential of 16MM earned impressions. Travel+Leisure, Bustle, Mashable and Adweek were among the top publications that garnered 193MM+ earned media impressions.