FOX collaborated with popular dating app Tinder to promote ‘The Mindy Project’ show that follows the romantic adventures and misadventures of Mindy, an OBGYN, as she tries to balance her personal and professional life.
Previously, the network has hinted at a special Tinder-themed episode that will be airing soon. To promote it, a fake profile was set up for Mindy. In the show, Mindy is known for being pop culture-obssessed and this totally comes through in her dating profile, which includes descriptions like: "I’ve got a Reese Witherspoon personality, a Nicki Minaj body, and Franak Sinatra eyes (they turn blue in the summer, I swear)."
Singles that "liked" the profile of Mindy were automatically sent a message with a YouTube link and more info on where and when to find her on TV.
Fictional Dating Profile Stunts
Characters from The Mindy Project Show Were Introduced to Tinder
Trend Themes
1. Promotional Dating App Collaborations - The collaboration between FOX and Tinder to promote 'The Mindy Project' suggests the trend of using dating apps to engage with fans and promote TV shows.
2. Tinder-themed TV Episodes - The introduction of a Tinder-themed episode in 'The Mindy Project' indicates the trend of incorporating popular dating apps into television storylines.
3. Character-inspired Dating Profiles - The creation of a fake dating profile for Mindy from 'The Mindy Project' demonstrates the trend of using fictional character profiles to generate interest in TV shows.
Industry Implications
1. Television - The collaboration between FOX and Tinder showcases disruptive innovation opportunities for the television industry to engage with viewers through interactive and promotional initiatives.
2. Online Dating - The incorporation of dating apps like Tinder into TV show promotions highlights potential disruptive innovation opportunities within the online dating industry to expand their user base and engage with new audiences.
3. Entertainment Marketing - The use of character-inspired dating profiles for promotional purposes presents disruptive innovation opportunities for the entertainment marketing industry to attract and engage fans through unique marketing strategies.