THE DRUM - Aug 20 - Over the past five years, the objective of dating apps has changed. It's no longer about finding the one, it's about having some fun. When Domino's Pizza showed up as the first brand to advertise on Tinder, it was a hugely successful partnership. Tinder users 'swiped right' for Domino's, which led to the brand matching with over 700 people, reaching 230K and providing the opportunity to talk directly to consumers in an engaging fun and social way. Companies such as Uber, and Spotify have embraced dating apps as a key channel to target a younger, digitally-driven demographic. Last year, TV network HBO and dating app Bumble collaborated to host a two-night event, 'stay home at the movies'. Winners were invited to spend the evening watching a movie at a $30M flat in New York City and they could choose to bring either a Bumble BFF or Bumble date as their plus-one. The most memorable campaigns are those that give the people what they want right now: fun.
by Lily Aey
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