Tinder encourages consumers to "swipe right" for brands
Stephen WhitesideWarc
Tinder's mobile app has revolutionised digital dating – and the company now believes it can play cupid for brands and consumers, too.
Its matchmaking service – launched in 2012 and owned by IAC/InterActiveCorp – employs a simple formula for flirting and finding romance. Each user sees a photo stream of nearby members who meet their preferences, and then either:
- swipes right on an image to indicate their interest – should this action be reciprocated, they are deemed a "match", and may start chatting;
- swipes leftto reject the...