In an example of innovative marketing campaigns that involve partnerships between brands and social networks, Jason Derulo recently launched the music video for his new single 'Want To Want Me' on the popular dating app Tinder.
Given that the subject matter of the song and accompanying video involve that of seeking one's affections, it seems very reasonable to launch it on the Tinder platform. When an individual swipes right when they come across the Jason Derulo profile, they automatically connect. The user then receives a message with a link to the track on iTunes as well as a link to the video itself.
Other uses of the Tinder as a means to accessing the coveted millennial consumers include EDM producer Zedd's special Tinder pricing for his latest album and the Mindy Project marketing the show on the platform in 2013.
What Makes This Trend Stand Out
- Partnerships Between Brands and Social Networks
- There is an opportunity for brands to form partnerships with popular social networks to reach and engage with their target audience.
- Innovative Marketing Campaigns
- Businesses can take inspiration from the use of dating apps as a platform for launching marketing campaigns to create buzz and connect with consumers.
- Targeting Millennial Consumers
- Brands can leverage dating apps like Tinder to target and engage with the millennial demographic, who are known to be active on these platforms.
Sectors Adopting This
- Music Industry
- The music industry can explore partnerships with dating apps to promote new music releases and engage with fans in a unique way.
- Entertainment Industry
- TV shows, movies, and other forms of entertainment can utilize dating apps as a creative platform for marketing and building audience anticipation.
- Digital Marketing Industry
- Digital marketers can explore the use of dating apps as a channel for innovative and targeted advertising campaigns.
