Musician Jason Derulo is on dating app Tinder, but he’s looking for multiple hookups. With his music, we mean. Derulo is one of the celebrities testing Tinder out – with its full approval – for branding purposes. Last week, Tinder users encountering Derulo’s profile were able to swipe right to watch the YouTube video for his new single ‘Want To Want Me’.
According to Forbes, more than 1.1m people swiped right to watch the video in just three days, with 14% of them also tapping on a link to Apple’s iTunes Store in his profile. “I know my fans are tapped into social networking so what better way to launch my video?” said Derulo. The campaign came as Tinder started to explore other commercial expansions, including its first video ad for Bud Light. Again, users encountering the brand’s profile on Tinder can swipe right to see the video ad and enter a competition. “There’s a lot of synergies between the Tinder audience and the audience we’re looking for,” said director of marketing Hugh Cullman. What’s that? Both audiences are drunk? Tsk, this is Bud Light, remember.