Strategy

Tinder Partners With Australian Jeans Company

Tinder
Australian jeans company General Pants have partnered with Tinder to use the app as an advertising platform.

The retailer is using Tinder’s messaging feature to send push notifications asking users to “get in my pants”.

In addition to trying to drive traffic to the site, General Pants are also offering people 20% off in-store if they show their Tinder profile.

This is a special Valentine’s Day promotion.

Tinder have started to advertise in recent months, forming “strategic partnerships” with two TV shows, The Mindy Project and Suits.

In an interview with the LA Business Journal at the end of last year, Tinder CEO Sean Rad said: “We have the runway we need to experiment and take risks and land on a stable long-term plan around monetization.”

The runway Rad refers to is IAC, who are the majority owners of the app.

In an earnings call to IAC investors, Gregory Blatt, Chairman of Match Group made reference to Tinder’s monetisation plans, saying:

“Tinder is still very much in investment mode. And we haven’t fixed on the timing or exact nature of the business model yet.”

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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