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Love on The Run: Crush or Flush

Jenna,  Sfist  March 7, 2007

crushorflush%20logo.bmpA few weeks ago we published an article about online dating sites to help out those in need of some lovin’. However, the on draw back to online dating sites is just that: to meet someone you have to be at your computer instead of out mingling with real, live humans. So given your affinity for reaching for your cell phone to fill time / avoid awkward situations we wanted to introduce you to Crush or Flush™ – a new mobile dating service that’s fun, safe and most definitely a more entertaining time filler than scrolling through your list of contacts… again… And again… And again…

Just similar in design to speed dating but specifically designed for the cell phone, Crush or Flush™ displays a picture and personal descriptors (tags) for each person that you can peruse with just the click of a button. If you like them, and think they’re HOT, you “Crush” ‘em. If not… well… “Flush”ed down the porcelain God they go! Ok, it’s not that dramatic (you actually never know if you are flushed or not,) but you get the gist.

We were lucky enough to speak with Josh Levine, the VP of Marketing for Icebreaker, the company producing this ingenious new mobile dating service and he provided us with a bit more color and detail about just how Crush or Flush™ works.

“Crush or Flush brings back the spontaneity and romance of flirting,” explains Levine. “You don't have to be tied to your computer and play the e-mail tag game since your cell phone is always with you and always on.” Good point. Also, he stressed the importance that Crush or Flush was built FOR the cell phone, not for a website so all Crushin’ and Flushin’ can be done with just the click of one button.

By Jenna G., contributing

After you sign up online FOR FREE with Crush or Flush™, you create a profile by posting a photo and adding up to 8 tags (personal descriptors, remember?)In order for us to better understand what he meant by "tags" and "personal descriptors" Josh gave us a list of the top ten tags (in alphabetical order): adam sandler movies, being awesome, booty shakin, chick flicks, foodie, hip hop, HOT, kung fu master, snowboarding, swimmers bod. (Honestly, we’re a little partial to the booty shakin’ but that’s just us...) Once you've signed up, you can start checkin' people out! You can even tell a friend about someone you think might be good for them. Just be sure to send the notice to your friend and not their current boyfriend/girlfriend... NEVER a good idea

Now here’s a feature highlight: should you come across a profile tag that you like, you can simply “snag-a-tag” with the click of a button and add it to your own profile. No need to struggle with your T9 function trying type out bootylicious while navigating traffic on 101.

So the important stuff: how can this be safe if they're working from our cell phone number? Cutting to the cash - all person-to-person interacting is done annoymously. You decide when you're ready to share personal information and with whome. Now let's back up: to start you can only connect with someone if you both "Crush" each other, at which point you’re notified of your mutual interest and then allowed to text anonymously. Since the site is playing host to your little text-chat love affair should someone cross the line or use the :) too often, you can just stop texting and no important personal information has been disclosed. Crush or Flush™ also requires you dish out some personal data (birthdate, email, cell phone) prior to signing up in order to weed out the youngsters (18 or older only, please!), not to mention they're armed with community managers who help keep the peace (and the little ones out!).

So far, usage has been increasing exponential month over month (Josh is pscyhed, we could tell) so what sort of user data has he derived from the Crush or Flushers?

•The west coast is sexier than the east cost based on the % crushes by geography.(Yeah... we would have guessed that).

• The 5 fun, flirtiest states based on Crush or Flush™ user activity (people voting on picture profiles) are California, Illinois, Texas, New York, and Washington (but to be fair, that’s in ABC order… but we know there’s some truth to this).

But seriously, it’s good to see that the hotties nation-wide are quickly getting hooked on the service, and it appears cell phone carriers have been jumping onboard as well - - that certainly can’t be a bad thing for Icebreaker. They're a small company that started in 2006, and currently backed by a combination of angle investors and LightSpeed Venture Partners, a leading Silicon Valley firm.

To see for yourself, check out the demo online and give it a try, while it's still free. This way, you might actually be productive on hour long CalTrain commute instead of relying on “missed connections” again!

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