Tinder have partnered with Bud Light for their first piece of in-app advertising.
The two companies have teamed up together for a short video ad that appears to users who are over 21.
When singles are browsing through profiles, after four or five swipes, the video will appear and play.
The Bud Light promotion is part of their #UpForWhatever campaign – which transforms a US town into party location Whatever, USA, for one “weekend of a lifetime.”
Tinder users who encounter the Bud Light promotion video can match with Whatever, USA, and apply to be a part of the weekend by recording videos and posting them on Twitter and Instagram, using the hashtags #UpForWhatever and #Audition.
Last year, Bud Light turned Crested Butte, CO into Whatever, USA – flying over 1,000 people into the town for a three day party.
Ads on Tinder have been expected since Match Group Chairman Greg Blatt said last year they would monetise Tinder with a combination of recurring revenue, ad revenue and cart payments.
And last month, reports surfaced that ads would appear on the app very soon, and Tinder were speaking to a handful of ad partners that included Facebook and Twitter.
This push is being led by Brian Norgard, the co-founder of the Snapchat-style messaging startup Tappy, which Tinder acquired earlier this year.
Speaking to TechCrunch, Norgard said: “If you think about the way Tinder works, with ‘like’ and ‘pass’, we have a really amazing signal for advertisers. We’re being careful to respect our core experience for our users, which ensures that we can give that data back to our brands in a really valuable way. The response so far has been off the charts. You won’t believe how many people will swipe right if the content is high quality.”
The VP of advertising said the Bud Light ad would be used as a test for other advertising campaigns, and would be rolled out slowly – much like Instagram’s video ads.
Tinder will also test various video lengths over the course of the campaign.
This ad drive is also linked to Tinder’s premium service, Tinder Plus, which allows uninterrupted and ad-free swiping, for those who fork out the $9.99 or $19.99.
Last month, Tinder announced that former eBay exec Chris Payne would be the company’s new CEO, replacing Tinder founder Sean Rad.
Watch the Bud Light ad below: