With an estimated 50 million members, Tinder has emerged as one of the largest and most popular dating apps across the globe. While the app has been associated with dating and finding a match, marketers have been able to utilize its vast user base to market their products.
Tinder first introduced a brand collaboration when it collaborated with Uber for an April’s fool joke that promoted “A Swipe can change your ride” and offered a personal driver for you and your match. Later, Tinder introduced cards for branded advertisers to reach more people. In such cards, if a user swipes right, they receive some exclusive offers from the brand. Dominos used this in a campaign where people swiping right for a Dominos card would be eligible to get freebies and pizza by Dominos. Similarly, many other brands have come up with interesting campaigns for Tinder.
Tinder for Social Cause
Media professionals have used Tinder to create a buzz about social causes. One such campaign was for the Last White Rhino from Kenya. His page reads like this, “I'm one of a kind. No seriously, I'm the last male white rhino “Sudan” on Planet Earth. I don't mean to be too forward, but the fate of my species literally depends on me. I perform well under pressure. I like to eat grass and chill in the mud. No problems. Six-foot tall and 5,000lbs if it matters.” In this case, Tinder teamed up with conservationists protecting Sudan and on swiping right, the user was redirected to a fundraiser and awareness page.
Right now, Tinder marketing is niche, still in its initial stages, and doesn’t impact user experience. With time we will see how Tinder utilizes its user base and opens up new avenues for marketers.
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