What at first seemed like an out-of-control Tinder Twitter rant turned out to be a PR stunt designed by the company to change the conversation about their brand.
The Tinder Twitter incident was a response to a critical article which blamed the photo-based dating app for the decline of traditional socialization and dating among millennials. Seeking to shift public attention towards the benefits of Tinder's model for meeting singles, the company sent out a series of tweets that appeared to be the work of a rogue PR agent. The tweets pointed out the app's virtues, such as the fact that it has connected many married couples and the idea that it creates "a level playing field" by letting users communicate only after they have both expressed mutual attraction.
Had the Tinder tweets been framed as a calculated response, they would likely not have garnered the attention they did when staged as the outburst of an angry, passionate Tinder employee.