Dating app OKCupid is promoting its voter profile badge with an innuendo-filled campaign from Mischief @ No Fixed Address.
The multifaceted effort, dubbed “VILF,” includes distributing 75 kits to high-profile influencers. Each kit contains five VILF branded lawn signs, five condoms, six stickers, five button pins, two T-shirts, one tote bag, and one postcard.
Influencers are also participating in “makeup” tutorials that supposedly offer tips and advice on how to “look way hotter” while conveying basic information to viewers about how to vote in the upcoming election.
The effort also spoofs political ads with the “Be a #VILF” spot featuring a deep male voice asking whether this “A-1 hottie” with perfect hair is as wonderful as he claims to be.
Launching next week, OkCupid will spread street art and guerrilla postings across New York and Los Angeles with copy showcasing geo-targeted OkCupid data, such as voters are 85% more likely to have someone message them on the app than non-voters. In addition, VILF posts will regularly run across all OkCupid social channels.
The OkCupid team hit Washington D.C .on Tuesday and Wednesday to hand out merchandise at key political events and landmarks. Among the swag, the crew distributed a total of 500 condoms, 500 lawn signs, 500 button pins, and 200 VILF-branded T-shirts.
More than 115,000 OkCupid users have enabled the app’s badge to show potential courters they’re registered to vote.