Primus' Mobile Marketing Stunt Targets Guys on Tinder
Laura McQuarrie — January 18, 2015 — Lifestyle
References: youtube & creativecriminals
Since there are more and more people meeting through online dating sites and apps, this means fewer chance encounters at a bar—but Belgian beer brand Primus wanted to discourage this behavior with a clever mobile marketing stunt called 'Bartinder.'
The beer brand had a bunch of women set up fake profiles on the site, which were quick to be matched with interesting guys. The last photo in the sets that the women uploaded made a quip about how a real man would try to pick her up at a bar before resorting to Tinder. As well, the stunt included a coupon that guys could use at a particular bar to get two free beers—one for the guy and another for a date.
The beer brand had a bunch of women set up fake profiles on the site, which were quick to be matched with interesting guys. The last photo in the sets that the women uploaded made a quip about how a real man would try to pick her up at a bar before resorting to Tinder. As well, the stunt included a coupon that guys could use at a particular bar to get two free beers—one for the guy and another for a date.
Trend Themes
1. Online Dating - Disruptive innovation opportunity: Develop new mobile marketing strategies to engage users on online dating platforms.
2. Mobile Marketing - Disruptive innovation opportunity: Create interactive and attention-grabbing mobile marketing stunts to promote brands and products.
3. In-person Encounters - Disruptive innovation opportunity: Bridge the gap between online and offline dating experiences by encouraging more in-person encounters through innovative approaches.
Industry Implications
1. Alcohol and Beverage - Disruptive innovation opportunity: Utilize creative marketing tactics, such as offering incentives, to attract customers and increase brand loyalty in the alcohol and beverage industry.
2. Technology and Apps - Disruptive innovation opportunity: Develop innovative features and functionalities in dating apps to enhance user experience and stand out in the competitive market.
3. Hospitality and Entertainment - Disruptive innovation opportunity: Collaborate with bars and venues to create unique experiences that promote social interactions and encourage offline engagements.
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