Tinder moves beyond hookups in Mischief campaign

The campaign launches Tuesday on social media and streaming, followed by out-of-home. It will roll out across the U.S., U.K., Germany, France, Spain, Australia and Brazil—appearing in major cities such as New York, Los Angeles, Paris, London, Berlin and Madrid.

For Hobley, the campaign will be a success if Tinder can get beyond the “hookups” label, and also make marginalized groups feel seen and supported. 

“It’s, first, are you thinking about Tinder in a new way? But also, are we elevating and supporting communities of daters that should be supported more?” she said. “We want to celebrate all daters—daters who are trans, daters who are non-binary, daters who are looking for tonight, and daters who are looking for Saturday nights forever.” 

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from Digital Marketing Education https://ift.tt/QBmPVvh