Tinder swipes first brand deal; falls hard for Bauer's Bachelor

Sarah Homewood
By Sarah Homewood | 24 August 2016

Bauer and Tinder have struck a match over its Bachelor of the Year competition.

The popular dating app has decided to back the event, which previously ran in the now defunct Cleo magazine before Bauer axed it early this year.

The blossoming partnership marks Tinder's first brand foray in the Australian market, with this new era of the competition seeing the nominations being run solely through the app.

From 28 August to 5 October, guys can put themselves forward by adding #TinderForCosmoBachelorOfTheYear to their Tinder profiles, and this will automatically put them in the running. Their total ‘right swipes’ will then be tallied and the highest 300 nominees will be presented to the judging panel. The panel will then whittle this list down to a top 30, and then the process will be opened up to online voting to choose the Bachelor of the Year.

VP of global communications and branding at Tinder, Rosette Pambakian, said: “Australia is one of our biggest markets so it makes perfect sense for our app to be the exclusive nomination platform for Cosmopolitan's Bachelor of the Year awards.

“This is the first major media partnership we’ve carried out in Australia, and it’s our way of thanking our awesome Australian female users for their love for Tinder – and spicing up their swiping action in the process. We’re excited to be part of the Bachelor of the Year campaign as it gets the Cosmopolitan treatment this year.”

Director of sales at Bauer Media, Fiorella Di Santo, echoed Pambakian saying: “This is the first media partnership Tinder has carried out in Australia and we’re delighted they have chosen Cosmopolitan and the Bachelor of the Year Awards to do it with.”

Tinder will also leverage the partnership with 'branded profile cards', as well as being supported across Cosmopolitan's platforms including print, digital, social and events and backed by a national PR campaign. The competition will wrap up in February, where the 2016 winner will be announced at the Cosmopolitan Tinder Bachelor of the Year Party.

McWilliams Henkell, Ulta3 Cosmetics and Novo Shoes have also signed on as commercial partners for the initiative.

Tinder is live in 196 countries, touting more than 11 billion total matches and 1.4 billion daily swipes.

While this is the first time Tinder has officially undertaken a partnership in this market, it's not the first time fellow brands have used to the service to gain attention from consumers. Cadbury launched a campaign on the platform hoping to get people to fall in love with notoriously ugly chocolate bar, Picnic.

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