How a
dumb idea
became a
great idea

“That’s it. I’ve had it with this dump! We’ve got no food, we got no jobs...our pets’ HEADS ARE FALLIN’ OFF!!!”

Who could ever forget one of the most quoted lines from the first Dumb & Dumber film (1994)? But despite Harry’s (Jeff Daniels) and Lloyd’s (Jim Carrey) penchant for mutual misfortune, they at least had each other. A match made in…er…a lunatic asylum.

It’s this hapless friendship, and resulting buffoonery, which makes Carrey’s and Daniel’s reprisal in Dumb & Dumber To such a joy to watch.

A match
made in…
er…a lunatic
asylum.

So when we were approached to help launch the film’s French Facebook page, our thoughts turned towards the three themes that mattered the most i.e. ‘friendship’, ‘stupidity’ and ‘the perfect match’.

A match
made in…
er…a lunatic
asylum.

IT’S LIKE ‘TINDER FOR DUMMIES’

Drawing from the film’s puerile and irreverent sense of humour, we created a parody of the popular dating app, Tinder. But instead of allowing the audience to find ‘true love’, our version simply gave them the satisfying opportunity to poke fun at their friends and decide who was ‘Dumb’ or ‘Dumber’.

So dumb, even an idiot can use it!

Of course, once notified, friends at the receiving end of the joke were also given the opportunity to tease their own friends. If a ‘match’ was found among friends, both would be entered into a free-prize draw to win tickets to the red carpet premiere.

Who says stupidity isn’t contagious?

STUPIDLY GOOD RESULTS

140,700

Impressions

5.5%

engagement rate

7,760

competition entries

3,880

‘Dumb & Dumber’ matches made

The competition element of the game only lasted two weeks, but even after that, user engagement remained robust right up until the film’s release. Our guess is, there’s a lot of people out there who are happy to be called “dumb” as long as they’re in the company of even “dumber” friends!