Tinder Teams with TV Show The Mindy Project


Tinder has started 2014 with a foray into advertising – putting profiles of characters from FOX sitcom The Mindy Project on the app.

Users have reported profiles of actors Mindy Kaling and Chris Messina appearing in character, with a short bio and selection of photos.

Kaling’s bio reads: “Tiny doctor in a big city looking for love, friendship, or a donut so good it’s spiritual. To see more about me, tune-in to THE MINDY PROJECT this Tuesday at 9:30/8:30c on FOX.”

If you swipe right, you receive the following message: “Hey there! Glad we’ve matched. If you’re not Melvin, check this out. Admit it, you like me! See more of me this Tuesday at 9:30 PM on The Mindy Project on #FOX.”

The Mindy Project has recently been struggling with ratings and has gone on a break until April, so this campaign appears to be an attempt to boost its appeal.

The show will also be airing a Tinder themed episode, first mentioned in a deleted Instagram photo from Tinder CEO Sean Rad, and later confirmed by FOX.

Tinder did a similar campaign with USA Network show Suits last year.

Bloomberg Businessweek received word from Tinder that The Mindy Project campaign is a “strategic partnership” and not considered advertising.

Tinder enters 2014 as the biggest name in mobile dating, but there are still questions as to how to monetise the app – perhaps testing the waters with this campaign early in the year.

We are sure to see many interesting developments and tactics from Tinder in the months to come.

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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