Forget chocolates, roses, and a 5-star fare—this year, couples in Dallas, Pittsburgh, and Columbus were treated to a Valentine’s Day dinner they’ll never forget courtesy of Pinder. No, not Tinder.
To celebrate Valentine’s Day, Italian street food concept Piada launched its Pinder promotion on Instagram, a play on the dating app “Tinder,” designed to pair two local singles up for a romantic dinner that wouldn’t break the bank. Fans in Pennsylvania, Ohio, and Texas applied for the blind date then chose their favorites by voting on the restaurant’s Instagram story.
Piada social media manager Bryant Miller says he’s a natural matchmaker, and that the idea was formed with fun as the intention. After narrowing down the field and receiving overwhelming feedback from fans, it’s clear the promotion was a resounding success.
“Our goal for this was to tell our story, show our personality, but also just have fun with our fans,” Miller says. “We’re not here to sell a million plates on Valentine’s Day. This marketing campaign is all about interacting with our customers and having a good time.”
Miller says that personal investment from Piada customers has given Pinder life. The promotion was anything but passive, and Miller says he could tell his promotion was working when he noticed just how many fans were watching every Instagram story to the very end so they could vote on the eligible bachelors and bachelorettes.
In fact, even after winners were chosen, Miller continued to receive direct messages on the Piada account from other singles hoping to lock down dates with applicants who weren’t ultimately chosen.