It’s almost a scientific truth for the broken hearted – the fastest way to mend a broken heart is to engage in what is commonly referred to as “rebound sex.” As the adage goes, if you fall of the horse, get back on it!
Durex France has tapped this cultural insight in a compelling way – they noticed many Twitter users were making public their breakups on Twitter, almost always announced with the broken heart emoticon (</3). Durex decided to help these lonely hearts rekindle their love lives and get back on the horse, so to speak, by creating a “bot” (for more on Twitter bots, read this: https://en.wikipedia.org/wiki/Twitterbot) that automatically paired two broken hearts in an attempt to introduce them to each other so they could, ahem, you know…
Above: How the Twitter feed appeared on users page, introducing two broken hearts.
The results were wildly successfully, considering limited (that is, zero) media spend. Over 200,000 users actually connected and “hooked up” with other lonely hearts. And the free media impressions were outstanding, showcasing how social media can still be a powerful medium for getting free branded impressions – a true viral effort.
Check out the Twitter page here.