This SXSW Tinder marketing stunt sneakily and effectively made use of the popular dating and hookup app to promote Ex Machina, an artificial intelligence thriller directed by Alex Garland and starring Swedish heartthrob Alicia Vikander.
Over the course of the weekend, many Tinder users found themselves swiping right upon encountering the profile of a gorgeous 25-year-old woman named Ava. Users who swiped right then engaged in a conversation with Ava, who asked them questions such as "Have you ever been in love?" and "What makes you human?" before eventually sharing a link to her Instagram page, which revealed her identity as an artificial intelligence creation -- as is the case in the movie -- and the nature of the SXSW Tinder marketing stunt.
While some Tinder users may have felt like their hearts and minds were cruelly toyed with, Ava will have you know that all's fair in love, war and marketing.