Mattr Expands Offline Events to Edinburgh, Boosting Brand Reach

Dating app Mattr has successfully expanded beyond its London base by hosting a queer singles event in Edinburgh. The event combined traditional matchmaking with modern presentation formats, bringing together the local LGBTQIA+ community during Pride celebrations. This expansion signals a growing trend among dating platforms to offer in-person experiences alongside their digital services.

A New Approach to Matchmaking

Held on July 31, the event, titled "Pitch My Queer Bestie," invited attendees to pitch their single friend to the room using a five-slide presentation template created by Mattr. The event was hosted by local drag performer Groundskeeper Fanny and formed part of a wider series of Diageo-backed activities supporting the LGBTQIA+ community in Edinburgh. The format placed existing social networks at the centre of the matchmaking process, with friends making the case for potential dates rather than individuals relying solely on their own profiles.

The event reached capacity, highlighting continued interest in offline dating formats during the summer period and providing Mattr with an opportunity to introduce its brand to a new city. This strong turnout occurred despite the peak summer season, when event attendance can be unpredictable. The success demonstrated the appeal of creative, community-focused dating events that move beyond traditional app-based swiping.

The event reached capacity, highlighting continued interest in offline dating formats during the summer period and providing Mattr with an opportunity to introduce its brand to a new city.

Bridging Physical and Digital Connections

Following the presentations, attendees were encouraged to mingle and use the Mattr app to connect with people they may not have spoken to during the event. The approach effectively linked the physical event with Mattr's digital platform, using the app as a way to extend interactions beyond the venue. This hybrid model allowed participants to continue conversations started in person and reach out to attendees they noticed but did not get a chance to meet face-to-face.

The Edinburgh event is Mattr's first activation outside London and reflects a broader trend among dating platforms towards combining online matchmaking with in-person experiences. Offline events can provide opportunities for users to meet in a more social setting, while digital tools can help maintain those connections after an event has ended. This integrated approach addresses common complaints about dating apps feeling impersonal or disconnected from real-world interactions.

Brand Partnership and Community Support

Mattr founder Jamie Johnston said that Mattr was "super excited that a global brand like Diageo was interested in doing an event with us, and even though it was peak summer, we managed to totally fill the room. Which shows just how important our brand's ethos is to underrepresented audience." The partnership with Diageo provided the resources and reach necessary to execute the event successfully while aligning with both brands' commitment to supporting LGBTQIA+ communities.

Pride is about celebrating our community, but it's also about creating spaces where people genuinely connect.

Jamie Love, Mattr's marketing director, stated that "Pride is about celebrating our community, but it's also about creating spaces where people genuinely connect. Pitch My Queer Bestie does exactly that. It's refreshing, inclusive and a brilliant reminder that the best introductions often come from the people who know us best. We were so happy with how the event turned out and have to thank Mattr for a wonderful evening." The event's success in Edinburgh may pave the way for similar activations in other UK cities.