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Dating application Tinder produced a series of scripted videos for the first time, according to Reuters, citing its source. Making new issues would be part of a "larger strategy" that will be revealed at a later date. Marketing contacted Match Group and IAC, owners of Tinder, for more information.
The filming of the series took place in Mexico City at the end of August and is now over. Although it includes a relational sub-graph, the series is "not directly related" to the core business of Tinder's dating app and has an "apocalyptic" story, the report said.
Tinder's move seems like an effort to increase the original content. He has just launched Swipe Life, a dedicated narration site last October. On the site, the company describes the Tinder download as a milestone and a big part of the meetings. It aims to tell the story of its users and discuss the role of online dating in contemporary culture. The video is one of the sections of the site, but it is unclear if the new series will be hosted there.
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It's not unlike Tinder that you need to be creative about marketing. In 2018, several unconventional partnerships have been concluded. Last July, travel360.com, associated with AirAsia's in-flight magazine, allowed K-pop fans to attend the first solo concert of South Korean singer Seungri. Previously, Tinder and Manchester City also entered into a new multi-year partnership to bring together Tinder users and football fans around the world. In February 2018, Tinder partnered with Reddit co-founder Alexis Ohanian and Jennifer Lee, founder of emoji Emojination for a new #representlove campaign to add emoji to the interracial couple in the Unicode Consortium consortium mix.
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