Lavalife and Dentyne get fresh

The dating site and the gum brand team up to match singles with their most compatible kisser in this integrated online promotion.

This May, Dentyne and are inviting singles to find their best match online by taking a ‘kissing quiz’ sponsored by the Cadbury brand.

The Dentyne Kiss Quiz lets Lavalife users fill out a quiz to determine what kind of kisser they are. The user is then assigned a ‘kissing style’ and can search for other singles who have taken the quiz and have been assigned the same style.

‘Everybody loves a quiz. It’s a fun way for users to decode themselves and directly connect with the other singles who share their style. From a marketing standpoint, the campaign is very distinctive, since singles are able to connect with each other each through the Dentyne brand and that is pretty powerful,’ Elizabeth Wetzel, director of advertising sales, Lavalife, tells MiC.

A Dentyne kiss notifier appears in the Lavalife user’s ‘news alerts’ menu in their profile, letting them know if other kissers want to meet them, and ads for the quiz appear in user profiles as well.

So far, Wetzel says, over 2,000 users have signed up to find out their kissing style. The site has approximately 750,000 registered users who send one another 15 million messages per month.

The contest started in early May and runs through the first week of June.

This date on this article was changed from May 31 to June 1 to address a technical issue.