In order to educate young users of Tinder in the UK ahead of the EU referendum, Bite the Ballot teamed up with the dating app.
Members of the UK will be called to vote on whether or not the country should leave the European Union, or as it is being called, make a British exit, or "Brexit." Using Tinder's swipe interface, young users are able to engage in a test to reveal both facts and fictional information that surrounds the role of the UK in the EU.
Like this stunt ahead of the European Union referendum, a similar initiative called 'Swipe the Vote' has been put in place for US voters on Tinder who want to learn about pressing issues affecting the country and the 2016 presidential candidates.
Swipe-Based Political Campaigns
This Tinder Initiative Explains "Brexit" Before the EU Referendum
Trend Themes
1. Swipe-based Political Campaigns - The rise of using swipe-based interfaces for political campaigns creates opportunities for digital marketing companies to engage younger voters in a more interactive way.
2. Fact Vs. Fiction Test - The development of a fact vs. fiction test on Tinder creates opportunities for edtech and media companies to create similar interactive tests in order to educate and engage younger audiences.
3. Gamification of Politics - The gamification of politics through initiatives such as Swipe the Vote opens up opportunities for gaming and entertainment companies to create products that educate and engage young voters on political issues.
Industry Implications
1. Digital Marketing - The use of swipe-based interfaces for political campaigns creates opportunities for digital marketing companies to reach younger audiences and create engaging interactive content.
2. Edtech - The development of interactive tests, such as the fact vs. fiction test on Tinder, creates opportunities for edtech companies to create similar products to educate and engage younger audiences.
3. Gaming and Entertainment - The gamification of politics through initiatives such as Swipe the Vote creates opportunities for gaming and entertainment companies to create products that engage younger audiences on political issues.