Should Brands Be Paying More Attention to Dating Apps?
Posted on March 4, 2019
MARKETING WEEK – Mar 4 – It is estimated that ~1.6B swipes are made on Tinder every day, with ~26M of those resulting in matches and 1M progressing to actual dates. Brands are starting to realize the opportunities of matching with this growing audience. Domino's, for example, has used Tinder as a means to promote its products as the basis for a good date. Man City's multi-year partnership with Tinder is offering exclusive access to games, experiences and events, both at the Etihad Stadium and beyond. But dating apps are being used for more than simply marketing to consumers. They are proving to be an incredibly powerful tool to promote social causes. In February 2019, activist group Lesbians and Gays Support the Migrants handed their Tinder accounts over to a bot designed to teach airline passengers how to spot a deportation happening on their flight and how to stop it. Amnesty International, The Body Shop and NHS Blood and Transplant (NHSBT) have also used Tinder as a marketing tool to promote campaigns; Amnesty for women's rights, The Body Shop for a programme aimed at helping endangered species find love, and NHSBT to encourage more young people to sign up to be an organ donor.
