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.