Tinder has formed a commercial partnership with UK reality television show Love Island, to recruit potential contestants for the upcoming series.
The first stage of the collaboration will see a branded card added into the available stack of profiles. If a user swipes right then their account will be reviewed and verified by the dating app as a pre-audition screening.
Some of the most suitable profiles are going to form a ‘priority list’ for the show’s casting team, who might consider them for an audition.
Renate Nyborg, Tinder’s EMEA General Manager, told Campaign: “Bringing together the world’s most popular dating app and an iconic dating show is the perfect match.
“Tinder has the UK’s widest and most diverse community of singletons, so as this long-awaited dating season heats up, being on Tinder can change everything… whether that’s sparking new connections, or kicking off your journey to the Love Island villa.”
A variety of exclusive content is being created for Tinder users to enhance their viewing experience. This includes ‘Tinder Calling’, a digital series that features interviews with former islanders after they’ve left the show, as well as in-app activities.
The dating app will also benefit from advertising across broadcaster ITV’s website, on-demand service, and on the official Love Island app as well.
Love Island is one of the most popular reality television shows in the country, with the most recent summer series bringing in an average of 5.6 million viewers per episode. Preparation for the seventh series was cancelled due to the COVID-19 pandemic.
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