Interflora unveils Valentine’s microsite to lure young men
Interflora is getting sexy, as part of its strategy to pull younger men. The UK’s leading flower delivery service has created a racy microsite on its website (www.interflora.co.uk/ valentines), whose main aim is to encourage young men to send red roses to their loved ones on Valentine’s Day.
The microsite, which claims to “set the pulses racing and the passion soaring”, has been designed in-house and built by Wheel. Website visitors are invited to play a Dinner Date game, choose wallpaper and “help your mate get a dateÃÂ via an e-mail”. There is also an opportunity to download a screensaver shaped as a woman’s torso, with roses symbolising her breasts. When activated, the woman breathes in and out accompanied by heavy breathing.
The website activity coincides with Interflora’s Valentine’s Day press and online ad campaign. Interflora also has Valentine’s shopping sites on digital television platforms.
Interflora communications manager Joanne Hayward says: “This is another example of how we are modernising the Interflora brand. By embracing new technologies, alongside more traditional forms of communications, we are providing consumers of all ages access to the Interflora brand.”
