News You Can Use

Over the holiday season, Tinder users and TV shows alike were able to find new audiences via the dating app. Users can always expect a few surprising characters on a dating app, but seeing characters from a national TV Show — that’s new. The FOX network is using the popular dating app to advertise for its sitcom “The Mindy Project,” by matching users with several character’s profiles like, main stars Mindy and Danny. The profile’s about copy is witty and on point with the characters. If a user “likes” the character, they will immediately receive a thoughtful message to view a YouTube video and access show time information. Fox returned the favor by incorporating the Tinder dating app into a recent Episode plot line. While some may simply lament another social app implementing ads, you have to admit that the quick and short lived Mindy profile ad was clever, unexpected, and maybe even delightful.

Read more about this social media campaign here.