Industry / Marketing

Looking for Love? Shane Co. Contest Will Pay for 15 First Dates


With the plethora of dating apps, TV reality shows about matchmaking, and the barrage of ads for Valentine’s Day, jewelry brand Shane Co. is hoping its new contest will take away the pressure of going on a first date for one selected single.

Shane Co.’s 15 First Dates contest offers to pay the chosen winner $1,500 to go on 15 first dates. Applicants must be single and able to find 15 different people to go on 15 dates with over a period of five months.

Sounds easy, right? Then you likely haven’t been in the dating pool recently. There are podcasts devoted to how dating apps have become money-focused monopolies that think more about profit than true love—so finding that long-term partner or spouse isn’t all roses, piña coladas, and getting caught in the rain.

“The 15 First Dates contest is our way of encouraging people to get back out there. Navigating dating IRL has been challenging to say the least after the last few years,” says Johnray Strickland, director of digital marketing for Shane Co. “We’re hoping to inspire people to make new connections with one lucky person who will share their journey.”

Shane Co
Shane Co. is hoping its 15 First Dates contest will help the lucky winner make new connections and, perhaps, a love match that could result in an engagement.

Here’s how it works, Strickland says. First, applications are due by Feb. 10 at 11:59 p.m. ET. You can apply online at The Loupe, Shane Co.’s blog devoted to jewelry, engagements, and all things sparkly.

The application requires the person’s name, age, location, why they want to be selected to go on 15 first dates, and what their ideal first date might be. The winner must be at least 18 years old and a U.S. citizen or permanent resident to apply.

The winner does not need to pick strangers for these 15 dates, but they must select 15 different people for these outings, the requirements state. The winner also will be required to take a photo to document each of the 15 dates and fill out a brief worksheet outlining their experience.

The winner will be announced on Feb. 27 and they will then receive the $1,500 payment to conduct their 15 first dates. In the fine print, the rules note, “the winner will be required to complete certain tasks designated by Shane Company,” and the winner will agree to have his or her name, image, and video used in publicity material.

Shane Co.’s blog post about the contest already has nearly 9,000 views and it received coverage on websites including CNN. So, this promotion already seems like a winner in terms of getting potential customers to the website and possibly signing up for Shane Co. emails at the same time as they enter.

In the blog post’s comments section, people highlighted why first dates make them, well, nauseous. But many also note they were “single and ready to mingle,” so the contest is likely to be a grand success for Shane Co., which admits in the blog it would love to see the winner eventually need one of its engagement rings after the dates are completed.

If you’re in a relationship or married, fret not: Shane Co. also has a contest to give someone $1,000 to binge-watch “gal pal movies” with your bestie, so there’s that.

Top: If you enter and win the Shane Co. 15 First Dates contest, you may end up giving or receiving a Shane Co. engagement ring, which could result in a lifetime of not having to go on a first date ever again (photos courtesy of Shane Co.). 

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Karen Dybis

By: Karen Dybis

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