General Pants is one of the first advertisers in Australia to adopt hook up app Tinder as an advertising platform. Its Valentine’s Day activity uses Tinder’s messaging feature to send a push notification inviting users to ‘Get in my pants’.
It could easily be just another message from a Tinder user. The retailer is using the activity to drive traffic to its stores and is offering 20% to any customer who shows their Tinder profile.
Like most social apps, Tinder is in the first throes of trying to monetise its fast growing user base. The first major activity was in the US and has been in the form of “strategic partnerships” with TV shows The Mindy Project and Suits. It created Tinder profiles for two of the main characters in Fox TV show the Mindy Project.
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