Online dating platform Bumble gave out free catfish in New York last week from a food truck to raise awareness for its anti-scam verification tool.
For the marketing stunt, Bumble teamed up with Texas creative company Preacher to hire a yellow food truck called Great Catch.
According to AdWeek, the truck was manned by Top Chef’s Sam Talbot and was driven to three different locations in New York, where Talbot handed out free catfish dishes to passersby.
To get the free food – which included catfish tacos, sliders, squash salads and Arnold Palmers – people were asked to download the Bumble app.
The marketing stunt was designed to promote Bumble’s facial recognition feature, that seeks to eliminate catfishing.
The feature allows users to upload a selfie of themselves to Bumble, which will then verify whether it matches with their profile picture.
The tool works by showing users a picture of someone posing in a certain position, such as winking or holding up three fingers – one of 100 different “poses” the app has stored.
The user is then asked to take a selfie of themselves replicating this pose with the in-app camera option, and send it to Bumble.
If the two match up, the user will be given a verified status on the dating app.
The Photo Verification tool was first released last year – find out more here.