Swipe Right for (Brand) Love: Tinder Takes Steps Into Advertising
Feeling a little lonely these days? Like many others, one might turn to an app-based dating service, such as Tinder, to find "the one." But if you've been swiping right for love in the past week or so, you might have gotten matched with something you never expected, after the app introduced its first ever official ad platform.
"Tinder's first-ever video unit will be displayed in the app's native flow, appearing after four to five swipes," says the press release. "For this effort, Bud Light and Tinder collaborated to create custom video creative inspired by the Tinder experience. Users can pause, resume and replay the Bud Light video as they engage within the app."
Instead of just throwing one of its existing television commercials into the app, Bud Light went all out, creating custom content and a contest experience that's only accessible through the Tinder campaign.
Meeting potential customers where they are is important, and in this case Bud Light is tapping a potentially rich market: millennials who are really up for just about anything. As Tinder says about itself, "the social platform harnesses spontaneity and delivers moments to its users in a compelling way that is unique to Bud Light."
And so far, they're the first and only using the new tools. Though I wouldn't expect them to be the last—young people will always be looking for love, and if they find a brand to love along the way, what's so bad about that?