The time has come where Tinder has launched its video advertising platform to start monetizing. All of us knew, that even though the concept was cringe-worthy and not really original, because there’s frankly too much already, Tinder’s ease of choice was what really made things interesting. Marketers must have been grinding their teeth day in day out to see when they could do once they could jump onto the Tinder train.
Recently, Tinder swiped right to Bud Light’s request to market themselves on the infamous online dating app that everyone seems to have stories about. Following up on the successful ‘Up for Whatever’ ad which made its debut last year, Hugh Cullman, Bud Light’s director of marketing, tells AdWeek “There’s a lot of synergies between the Tinder audience and the audience we’re looking for”.
BudLight is trying to promote its #UpForWhatever campaign by posting a video ad that will appear to those aged 21 and over (don’t worry granny you’re invited too!). It will select 1000 people that have swiped right and those chosen will get to party for a weekend in BudLight’s fictional town of Whatever, USA with presumable ample supplies of one of America’s most unassuming beers.
Of course since this video advertising thing is a whole new space for Tinder to explore, both companies have collaborated to create custom video lengths over the course of the campaign for preliminary testing. The ‘interval’, if you want to call it that, is four to five swipes and then an ad, at the moment. However since this process is still in its earliest days, things will definitely be shaken up.
Now in my eyes, this is a good move for both companies. Tinder, being the new kid on the block, and BudLight just want to jump onto the social media bandwagon, even though the former has fared poorly in opinion as this collection of GIFs will tell you.
Now, since I’m in Europe I couldn’t really get to be chosen to enjoy a booze so I’ll be settling for disappointment that comes with the swiping. But it’s not all doom and gloom!
Apart from Tinder’s first monetization effort, that being Tinder Plus, the video advertising push that’s being made is interesting for creatives within the marketing space. Even though these companies seem like an odd couple, expect Tinder to be experimenting and promoting their video services with some other wacky companies.