TikTok has partnered with digital dating site Tinder, in an exclusive entertainment distribution deal.
Unveiled at the Cannes Lions International Festival of Creativity, the partnership will feature a fully integrated collaboration where TikTok premiere's the first full season of Tinder's flagship reality dating franchise Double Date Island.
“This partnership is a genuine milestone. Double Date Island on TikTok isn’t just a distribution deal, it’s a shared statement about how two platforms committed to authentic, social-first experiences can come together responsibly to move culture forward," said Paolo Lorenzoni, VP marketing EMEA at Tinder.
“For us, this is a natural next step in bringing our communities more interactive entertainment”
Double Date Island is Tinder's reality dating show where pairs of best friends are selected from around the world (the US, Brazil, Australia, the UK, France, Spain, Italy and Germany) as participants and are brought together to go on double dates, meet other international pairs.
The show will feature adult participants, with the content distributed to 18+ users on TikTok.
It will be produced by Cowshed Studios, co-developed by Studio 55 and distributed by Zoo 55, part of ITV Studios, with the support of OMD.
“Alongside the recently launched Say Goodbye to Hellos campaign, Double Date Island is another brilliant example of cultural marketing in action, and we’re excited to partner with Tinder again for it,” said Natalie Bell, CEO, EMEA, OMD.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.