Popular dating platform Tinder has integrated the friend test directly into its app – and it’s using a new partnership with Juno-winning pop rock band The Beaches to promote the feature in Canada.
The band has come on board in a partnership developed by PR and influencer AOR Chimera Collective – which won the account earlier this month – alongside freelance specialist Jaime Eisen. The Beaches was a natural fit for the effort ahead of the release of its newest album, Blame My Ex, an EP that perhaps unsurprisingly documents the pitfalls and victories of their dating lives.
But rather than dwell on unsuccessful relationships from the past, this partnership is about helping Canadians “Find Their Nexts” through the use of the app’s Matchmaker feature. The new development allows a Tinder user to invite up to 15 friends to recommend the profiles of potential matches – even if the friends don’t have an account.
“For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy with Tinder Matchmaker,” explains Melissa Hobley, the brand’s CMO. She says the feature allows users to bring people they trust into their dating journey, to help them see possibilities they might otherwise overlook.
“As bandmates and best friends, we love to talk about and get involved in each other’s dating lives,” says Kylie Miller, guitarist and vocalist in the band. “With Matchmaker, we can have the people who know us best swipe and vet potential matches for us, which makes dating more exciting – especially when we’re on the road.”
To execute the partnership, Tinder’s campaign in Canada incorporated a contest for tickets to the band’s sold-out tour, and includes influencer partnerships, PR and in-app display card profiles for the band’s members, who – as Miller suggested – will be using the app while on tour.
The work is the first from Chimera and Eisen since winning the assignment, and represents a key step for the app’s brand as it sets out to broaden its marketing reach in Canada – one of the first markets to receive the new Matchmaker feature ahead of its global rollout in the coming months.
