GROUPON: ‘Tis the Cuffing Season
2021 FCB Academy Think Tank
Assignment
Develop a purpose-driven campaign to position Groupon as the go-to local holiday experience destination for 18 - 24 year olds.
Problem
Groupon is associated with holiday deals, not experiences.
Solution
For our demographic of 18-24 year olds we found that one of the main influences in behavior during the holidays is cuffing season. It is when people are on the hunt for a holiday relationship and with COVID-19 ending and more socialization on the rise, cuffing season will be taken to a whole other level this year.
That being said we came to the insight that cuffing culture sets up seasonal suitors for the holidate season with the provocation being calm the cuffing season craziness by bonding with a boo through experiences that take relationships to a deeper level. The why behind it all is that Groupon offers engaging date activities that can kick off a festive fling for the holiday season.
Introducing: ‘Tis the Cuffing Season.
Groupon’s next big campaign is designed to help Gen Z’ers navigate the murky waters of holiday singledom with as much fun as possible. Bringing you three activations conceptualized with experience-driven dating in mind ‘Tis the Cuffing Season is here to match and create memories.
Groupon x Hinge: Get it on with Groupon
This holiday season, the sexiest new couple, Hinge and Groupon, will debut their passionate partnership presenting “Get it on with Groupon” to not only match you with your perfect person but your perfect date, too. Groupon-inspired prompts where users can select from a panel of pictured activities answering what their perfect “Holidate’ is...” will be incorporated into the Hinge App.
When you are matched, a series of Groupon holiday experiences will pop up that are personalized to the interests that you and your new ‘honey’ share. Now you can experience the magic of the season with exclusive Groupon deals and “Get it On” all holiday long.
Holiday #GrouPopup
A Post-worthy Holiday Experience
For single young adults looking for a fun holiday activity that might even spur some romance, this will be a series of holiday-themed installations to give people a taste of the seasonal experiences offered on Groupon. Each room will contain a QR code that will link to the corresponding full experience you can purchase on the Groupon app. When you scan the activity it can instantly connect you with other guests at the event who have scanned it as well, creating an instant ‘cuff’.
Groupon Original Series: ‘Tis The Cuffing Season
An Experience-Based Dating Show
Each episode will feature this ensemble cast living together in a glamorous location and taking each other out on Groupon experience dates.
The cast won’t be the only ones having all the fun! Listed below in the YouTube description will be linked to all the experience dates shown in this week’s episode allowing viewers to follow along and purchase for themselves!
Fellow group members: Sarah Gravitt, David Flores, Tayeh Carey, Nicole Kaspi, Rachel Ryan, Helen Hulsey, Andrea Lattanzio, and Aj Moore!