Even though it’s still in its infancy, Tinder, a dating application, has become quite popular in the mainstream culture, with users universally “swiping right” as they seek out their ideal mate. Now, the popular app wants to add a new dynamic to the service, something that could possibly improve its reach towards potential marketing partners.
The company has announced a new partnership with Interscope Records, and are now offering electronic music artist Zedd’s new album on the service, according to Adweek.
Users can find Zedd’s fake profile and “swipe right” if they show interest in the album, True Colors and then receive a link after paying $3.99 to download it – half the price of what it normally sells for on iTunes and other services.
While this doesn’t mark the first time that Tinder’s made a deal with music – it previously paired with pop singer Jason Derulo to create a profile for the app to increase audience interest in his YouTube videos. However, this does mark the first time that a product is being offered directly through the app – and that opens potential doors for more promotional team-ups.
So far, Tinder has attracted quite a few potential partners. Bud Light, a popular beer brand, has advertised its recent “Whatever, USA” campaign on the site, and other marketers, like 20th Century Fox and E! Entertainment Television, have been testing out similar services, although nothing has fully launched just yet.
It’s just a matter of how this advertising is implemented so users aren’t turned off. After all, Tinder has a huge number of loyal followers, all of whom are getting into the “swipe right” dating addiction. Granted, it’s bound to find a way to make sure that advertising is non-obtrusive, so that users can still get the most out of the service while brands are being spotted. Zedd’s fake profile is a smart way to go about that, and it’s a safe bet that some companies are already thinking of a similar approach.
For now, users can swipe and get ready to rock, if they wish.
