Tinder hooks up with The Mindy Project advertising

By AdNews | 6 January 2014
 

Dating and hook-up app Tinder has strode forth into the world of online advertising with a campaign for US Fox sitcom The Mindy Project.

The campaign features 'fake' profiles for two main characters, Mindy Lahiri and Danny Castellano. Users who click on the profiles is then sent a message with a link to a promo video for the series.

Tinder has traditionally been ad shy, leading many to question its viability as a business model given it's a free app with no subscription fees. According to an analysis in Bloomberg Businessweek, Tinder is owned by IAC which also operates paid-for service Match.com and positions its free app as a gateway to its fee products.

Tinder is also not technically classifying The Mindy Project campaign as advertising with a company spokesperson telling Bloomberg that it's a “strategic partnership”. It had been earlier reported the program will broadcast a Tinder-themed episode later this year.

Tinder had previously formed a similar partnership with USA network drama Suits.

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