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With Fallout Shelter doing big business on mobile and the forthcoming Fallout 4 set to be a big holiday title when it releases in November, Bethesda is preparing a big marketing push for that brand — and, in a rather peculiar move, chose to bring it to the dating app Tinder.
Kotaku reported that a profile appeared on the dating app today, featuring Vault Boy, a popular character from the Fallout brand, indicating an age of 25 and sharing special facts, like his loves for Nuka Cola and putting out fires, as well as this quote: “If love was radiation, I’d need a box of RedAways.”
Video game sites seldom appeal to dating apps or something along those lines, but it appears that’s the route Bethesda is taking with its Fallout series, even creating a special hashtag, #Dateadweller, that ties in with the campaign.
By clicking on the profile on Tinder, users can go to a link that enables them to download Fallout Shelter to their device (it’s available for Android now, along with iOS). That’s about the extent of the profiles, but it’s a campaign that appears to be taking off on social platforms.
As you can see from the pic above, the official Fallout twitter account has been promoting the hashtag with special cards, indicating that consumers can “find someone sweet and take a Nuka Cola break.” Obviously there’s no real dating involved, but it is a way to promote Fallout Shelter in rather unusual circles.
This is probably just the beginning of Fallout‘s forthcoming promotional push, which will include unprecedented online advertising, special deals with certain store chains (nothing official yet, but they’re likely to surface before the game’s release), and even TV advertising, as titles like The Evil Within and Wolfenstein: The New Order got such a push before their respective releases.
Fallout 4 arrives on November 10th for Xbox One, PlayStation 4 and PC.
