Dating app Tinder has produced a scripted video series for the first time, according to Reuters quoting its source. Making new shows is reportedly part of "a larger strategy" that will be revealed at a later date. Marketing has reached out to Tinder owners Match Group and IAC for more information.
The filming for the series took place in Mexico City in late August and has now concluded. While it includes a relationship sub plot, the series is "not directly connected" to Tinder's core dating app business and features a "apocalyptic" story line, added the news report.
The move by Tinder seems to be an effort to ramp up original content. It has just launched Swipe Life, a dedicated storytelling site last October. On the site, the company describes downloading Tinder as an important milestone and a big part of dating. It aims to tell the stories of its users and discuss "what role online dating plays in today’s culture". Video is one of the sections on the site, though it remains unclear if the new series will be hosted on it.
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It is not unlike Tinder to get creative on the marketing front. In 2018, it struck several unconventional partnerships. Last July, it partnered AirAsia’s inflight magazine, travel360.com to enable K-pop fans to witness South Korean singer Seungri’s first solo concert. Prior to that, Tinder and Manchester City had also struck a new multi-year partnership to bring Tinder users and passionate football fans together worldwide. In February 2018, Tinder teamed up with Reddit co-founder Alexis Ohanian and Jennifer Lee, the founder of emoji site Emojination for a new campaign #representlove to add interracial couple emoji into Unicode Consortium’s mix.