Home Emerging Platforms Roundup: Brands (unofficially?) advertising on Tinder

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After our first write-up about dating app Tinder, we wanted to provide a few more examples of brands or companies who have used the platform for promotion.

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As of right now, Tinder has no openly official way to advertise. The Mindy Project’s use of Tinder looks like one of the app’s first native ads. Tinder spokesperson, Rosette Pambakian, told Bloomberg that the Fox sitcom’s use of Tinder was part of a “strategic partnership.”

This strategic partnership is similar to the promotion USA’s Suits used on Tinder in July 2013. The TV show posted fake profiles for two characters that showed exclusive content if users “liked” and were matched.

Suits and The Mindy Project created these partnerships as a way to advertise their shows and in exchange they both promoted the app on screen.

Other than the two TV show ads, there hasn’t been press about similar official partnerships. Despite the lack of revenue advertising, other companies have been using the app for promotion – here’s a few examples:

  • Australian fashion chain General Pants Co. sent a push notification asking Tinder users to “get in my pants.” As a Valentine’s Day gift, the company offered 20% off to any user who showed their profile in-store.
  • The AIDS Task Force created fake profiles advocating safe sex practices with the message “you’re probably not her only match.”
  • Domino’s Pizza UK also held a Valentine’s Day Tinder campaign. The pizza chain’s profile exchanged “saucy” conversation with matched users and shared them on their Facebook and Twitter accounts.

There have also been accounts of fake profiles on Tinder. TechCrunch wrote up about a profile that looked like an advertisement for Uber. After closer inspection, it turned out to be an Uber user trying to collect referral credits. Tinder responded to TechCrunch’s inquiries about the fake profile. A representative said that profiles of that nature are against their Terms of Service and they take measures to remove bots and fakes from the app.

Tess has a passion for all aspects of marketing, especially research and planning. A world traveller, her favorite digital platform is Facebook to keep in touch with friends all over.