An online dating promotion for loyalty points with British Airways,

Match and eHarmony with unintended consequences
https://www.wsj.com/articles/the-frequent-fliers-who-bombarded-match-com-1490198351
https://www.msn.com/en-us/money/companies/the-frequent-fliers-who-bombarded-matchcom/ar-BByBuPT

Alexa shows an inverse spike after 2017 New Year's Eve for several online dating sites including Match, PlentyOfFish, Zoosk, eHarmony, EliteSingles and many more!
http://onlinedatingsoundbarrier.blogspot.com.ar/2017/03/inverse-spike-after-new-years-eve-via.html