On account of all of our tightly managed rollout plan, but not, it was just a blip within the user views for many days

All of our mission turned to not ever win over the user base, however, to deal with the destruction and limitation churn by the certainly and consistently communicating an equivalent message more often than once: “You’ll find nothing changing but the title.”

My cousin Dave and that i https://datingmentor.org/tr/geek-tarihleme/ also shot it youtube videos inside the hence we made use of a great prop – a giant poster-sized variety of the web site – in which Dave rips off the myYearbook signal to disclose the fresh new MeetMe representation beneath it while stating “nothing changes nevertheless the title.” In, i titled you to definitely clips the fresh new “do not write” video.

We established this new future term transform a complete two weeks to come of your own actual changeover. Some one you need for you personally to get used to the very thought of changes, and in addition we desired to give them that point before striking him or her to your transform in itself. By chatting in advance, i got probably the most vigorous issues and you will grievance out-of-the-means prior to anything in reality changed at all.

However,, however, we intended to change a lot more than the name, and in addition we did – but we performed the majority of it days until the rebrand, underneath the myYearbook name. Most significantly, we introduced a soups-to-insane remodel of the online and you may mobile applications and you can removed a great dozen has that have been immediately following preferred but got outlived their date and from now on bloated the merchandise. We have usually think it is essential never to conflate several big changes, and therefore is a fantastic strategy this time too. The very last thing we desired was negativity in the an overhaul or function removals to help you mix up and you can color attitudes concerning the the fresh new brand name.

To make certain, the new response to those individuals feature removals try predictably negative, as well as limited in extent for the quick subset out of users who nonetheless appreciated those history items. Had i tied up those people removals for the rebrand inside our users’ minds, I’ve no doubt the frustration could have multiplied and you may triggered increased write once the someone “blamed” brand new brand toward removals.

I understood it had been crucial that you acquaint players towards the title “MeetMe,” prior to i informed him or her the name of your own service try modifying. Compared to that avoid, we been which have subliminal correspondence from the establishing the latest MeetMe Competition, and this requisite participants to submit videos in the groups eg Greatest Appointment, Satisfy Me personally, and you can Perishing to satisfy, with an ipad to find the best films within the each class. I messaged the new MeetMe Contest all over the web site into the bulletins and on the house webpage. Over the course of brand new contest, the players filed numerous video clips, which received several thousand feedback – and most significantly, the newest identity started to seep naturally toward area.

With the the framework and pared-off function put in place, we had been prepared to proceed to the next step regarding the fresh transition

In the event the contest received so you can a near, we following revealed the latest rebrand to your the latter “do not turn” video where we are able to allege plainly and you will truthfully you to “there’s nothing switching however the term.”

The latest now notorious Netflix films produced a similar claim – one to precisely the name toward yellow envelope are changing – but in truth a totally independent login is essential brand new Digital video disc side of the provider. That is not remaining things an equivalent! On the day of one’s rebrand, i figuratively conned all of our velcro “myYearbook” logos, therefore was in fact MeetMe. Hardly anything else changed since it already got.

Since label try established, the brand new flood away from opinions first started. To every solitary individual that reported in the first 7 days following statement, i offered $2.99 property value our digital money, Credit, and you can a lengthy note thanking him or her because of their opinions and you can promising these to offer MeetMe a-try, due to the fact anyway: “nothing is changing nevertheless the title.”