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.