Cannes, France — Today, Tinder is offering people experiences that go way beyond dating. Users turn to the platform to find friends, meet people and make plans. With a swipe, they start the process of finding internships and jobs, connecting with locals or getting recommendations, and even registering to vote.
Agnes Gomes-Koizumi, Strategic Communications Executive at Tinder, shared a few of her favorites. Jason Derulo was one of the first. He and Warner Music partnered with Tinder to launch his Want To Want Me video. Tinder built a profile card for Derulo and included it in the first few swipes for users. People who swiped right received exclusive access to the video and a link to be among the first to buy it on iTunes.
The Tinder team also helped launch Deadpool with a verified profile that acted like a real Tinder user with several different opening lines. People who swiped right received a message from the character and a link to buy movie tickets. The campaign earned almost half a million Tweets from users talking about meeting Deadpool on Tinder.
The NHS was among the first to use Tinder for a healthcare issue. Their challenge: increase the number of new organ donors. Ceri Rose, Assistant Director, Digital & Marketing at NHS Blood and Transplant, took us into the experience: Like most government agencies, hers was facing an ever-increasing demand for services despite decreasing resources. She needed to engage people in a place where they were already spending time and ideally deliver on an audacious goal of increasing donor registration to 50% of UK residents.
To do that, the NHS and Tinder teamed up to show people what it would feel like to wait for a match. It’s a numbers game, Rose explained. To place a donated organ, you need both a blood and tissue match. Of the one million people who die every year in the UK, only 5000 are the right donor at the right time.
The partners built profiles featuring a soap star, an Olympian and more to earn those right swipes to ‘save a life’ and get a chance to talk to people about the critical issue of becoming a donor. Thousands of people made the swipe. The campaign earned 24.6 million organic impressions, more than 5000 social conversations, and 1000 new donors in just the first few hours. Overall organ donor signup was up 92% from the previous year. Quite a match.