Hinge’s third installment of “No Ordinary Love” is an audiobook. The brand has consistently played with Gen Z-friendly marketing avenues; last year, they launched a Substack and a physical book for the avid readers. This year, they’re going for the romance story lovers again but with an audiobook compiling the stories of five couples who met on Hinge. These stories specifically center on “moments during which daters choose honesty over playing it cool” early on. (Which aligns well with Gen Z looking for the opposite of nonchalance in their dating life, though many are scared of it themselves.) The brand says they hope it inspires young daters to embrace vulnerability, and that the audio will drive more impact on what the necessary hard conversations really sound like. They’re promoting the project with other audio elements, like the featured couples narrating TikTok and Instagram posts, and across their Substack again. (Marketing Brew, Inc.)
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