January 2, 5 min read.

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Listen to article 4 min. OkCupid wants singles to know that its dating are DTF, but not in the dtf you might think. The dating app is unveiling its first-ever marketing push this week with a slew of out-of-home posters and digital posts that give new meaning to the rude dating. Last month, it rolled out a feature called Discovery that lets users search for people via shared interests and passions.

The brand also recently announced that users will be asked to use actual names rather than goofy usernames like DaddyzPrincess29 in their profiles, a move that received swift backlash from users who prefer the anonymity that OkCupid offers. This move by OkCupid comes at a time when its dating app rivals like Bumble, continue to diversify their offering.

Bumble no longer markets itself solely as a dating app, but now includes features such as Bumble Date and Bumble Bizz, promoting the app's use among those who are not looking to date.

Meet Singles From Dtf

Moreover, the app that encourages women to make the first move, has further underlined its feminist beginnings by featuring women like Serena Williams and Priyanka Chopra Jonas in its ad campaigns. Despite the dtf ad campaigns from Tinder, Bumble and OkCupid, we have seen Hinge refuse to bow to pressure.

Branding itself as the "ad that is designed to be deleted", the app CEO Justin Mcleod recently revealed that the brand would not be launching any ad campaigns as: "If you run ads, then you need people to spend a lot of time on your platform so that you get a lot of ad impressions, and we're trying to get you to spend less time in the app.

The photography for the campaign app shot by artists Maurizio Cattelan and Pierpaolo Ferrari. By Minda Smiley, Reporter January 2, 5 dating read. More from Advertising View all. Industry insights View all.