Foodpanda Singapore has partnered with Tinder to offer users the pau-fect Valentine's Day this year. Consumers who match with foodpanda's mascot, Pau-Pau, on Tinder, will receive an exclusive SG$5 foodpanda voucher code that can be used across all foodpanda services - including restaurant delivery, pick-up, pandamart, and foodpanda shops. This activation is valid from 14 to 28 February and the voucher is valid until 31 March 2022.
When asked why foodpanda chose to work with Tinder in particular, marketing director Laura Kantor told MARKETING-INTERACTIVE that Tinder is "the world's most popular dating app" that has been downloaded more than 500 million times and led to more than 70 billion matches. "We hope that having Pau-Pau on the Tinder app allows him to connect with as many people as possible, in turn making Valentine’s Day extra sweet with his gift of the SG$5 foodpanda voucher," she said.
While Kantor did not offer specific numbers for its ROI, she said the brand hopes that by having foodpanda and Pau-Pau pop up in a place full of possibilities, the team will boost brand recall and remain top of mind with people in Singapore.
"Through the introduction of Pau-Pau in January 2022 as our new brand ambassador, we hope to set ourselves apart and connect with our customers in ways beyond traditional platforms.Through partnerships such as this one, foodpanda hopes to reach out and foster stronger, more meaningful relationships with our customers to evoke brand love and top of mind awareness," Kantor said. Pau-Pau has also created new avenues for foodpanda to interact with customers, such as emojis, stickers, and fliters on LINE, Telegram and Instagram.
Meanwhile, Tinder and Match Group, Southeast Asia's GM, Gaurav Girotra, said it is pleased to partner with foodpanda for this fun initiative. "Dating is all about creating connections and on Tinder, we are going beyond the Swipe to create new spaces such as Explore so that people can connect on shared interests such as being foodies," he added.
Pau-Pau was introduced last December in Japan, Taiwan and Cambodia before rolling out in Singapore, Malaysia, Hong Kong, Thailand, and Laos last month. Pau-Pau is said to be the first-of-its-kind brand ambassador, championing empowerment and sustainability across the region. It is also described as a "fun-loving and free-spirited panda".
In an effort to further raise brand awareness of Pau-Pau, foodpanda launched a limited-edition ice cream flavour last month in collaboration with the ice cream cookie & co. The white chocolate ice cream with raspberry swirl ice cream is only available in Singapore, and is retailed exclusively on pandamart.
Separately, Tinder has also carried out fun campaigns to draw users to its app. Last November, it brought back its Swipe Night experience featuring a new storyline that invites Tinder users to join a group of friends on a birthday weekend getaway where something goes terribly wrong. As a first-person story, Swipe Night: Killer Weekend placed Tinder members in the heart of the episode, where even they become a suspect. The first Swipe Night in 2020 was experienced by 20 million members who saw a 26% increase in matches.