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Match and Starbucks Pair Up
By: Jennifer Graber
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Peanut butter and jelly. Popcorn and butter. Netflix and rainy days. There are some things that just go together. Coffee and first dates certainly exemplify that concept well. Perhaps that is why Match, the dating website, and Starbucks have stirred up the perfect partnership.
Match revealed that “more than one in three singles said that having coffee together is a favorite activity for a first date.” Many profiles on the dating website mention coffee — going so far as to add a Starbucks “badge to show their love for the brand.” Therefore, it is a natural and seamless transition for Match and Starbucks to pair up.  
The dating website is adding a “first-ever branded product feature” called “Meet at Starbucks.” The feature proposes to make it easier for Match users to connect for that first date. The Meet at Starbucks feature gives Match users the ability to send a coffee date invitation via email. The feature also will assist users in locating the nearest, or most convenient, Starbucks for the date.
To really kick-start and show off the partnership, Starbucks and Match are hosting “The World’s Largest Starbucks Date” on Friday, February 13. The idea behind the world’s largest date, besides promotion, is to celebrate the human experience. We are bonded by “meaningful connections,” and the two brands want people to revel in that fact and create memories. It does not hurt that all that sugary sweetness is taking place the day before Valentine’s Day, either.
Select Starbucks stores will offer special menu items and pairings. Additionally, there will be playlists to get you in the mood. And it just would not be an event without a hashtag. Select stores will also have props for photos which, of course, will be documented by the hashtag #StarbucksDate.
The partnership between Match and Starbucks is a smart business move. Coffee as a first date is common, so why not take advantage of that? If nothing else, there will be an increase in brand recall for Starbucks and Match. Also, the new online feature seems to add a bit of safety. The latest Match feature is a guaranteed public meeting place, and takes the guesswork out of selecting a location. But I can see people blaming Starbucks for those awkward first dates that go horribly wrong.
I see this being a successful venture for Starbucks and Match. If you use a dating site, Match in particular, will you be utilizing its new Starbucks feature? What about the World’s Largest Starbucks Date?

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About the Author
Jennifer Graber is a Business Development Manager and marketing enthusiast. Her specific interests include branding, consumer behavior, development, integrated marketing communications, and new & social media.
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