A host of 8ft matchsticks that appeared across LA over the past few weeks, has been revealed as a Tinder marketing campaign for their new Moments feature.
Yesterday, the dating app released an ephemeral photo feature, which lets users share pictures with their existing Tinder matches.
And as part of their marketing campaign, Tinder, in association with LA artist Manny Castro, had been placing huge matchsticks with #moments written on them, around the LA area.
People posted about the mysterious matchsticks on Instagram and Twitter, some thinking they were an art installation, or part of an anti-smoking campaign.
On Thursday, Tinder revealed they were behind the stunt, dropping a huge Tinder matchbox containing matchsticks with #tindermoments printed on them, on Venice Beach.
NBC spoke to the artist, Manny Castro, who said it came about after meeting one of the founders of Tinder at a party.
He said: “It was really exciting to see people engage, interact, play with them, make it a part of what they wanted it to be.
“It’s more than just an ad campaign. It’s everything. It’s social, it’s magic.”
Tinder released Moments yesterday, writing on their blog:
“With 2 billion matches made to date, we’re now giving you a whole new way to get to know your matches.
“With Moments you can swipe through fun Moments shared by your matches and get a glimpse into each others lives.”