THE MESSAGE - Tinder Canada has partnered with Toronto indie band The Beaches to promote its new Matchmaker feature. The feature lets friends and family suggest potential matches by sharing a unique link, but they can't chat or match on behalf of the user. The promotion includes influencer content, in-app ads, press outreach, and a contest. The campaign, which is one of Tinder's major efforts in Canada, ties in with The Beaches' new album "Blame My Ex." It emphasizes self-discovery and romantic experiences, fitting with the theme of relying on friends for dating advice. Tinder's collaboration with The Beaches aims to celebrate strong, supportive female and queer experiences in line with the brand's values of honesty and inclusivity.