It’s that kind of cause-and-effect.”The campaign, which is appearing in neighborhoods including the West Village, So Ho and Williamsburg, marks a strategy shift for Hinge following its relaunch last October.
In previous work, it mostly critiqued competitors and the general soulless nature of online dating, including last year’s animated short film likening online dating to a dystopian carnival.“We’re broadening our mission,” says Mc Leod.
There’s a twist though: after you match, you only have 24 hours to start the conversation, otherwise he’ll disappear forever.
Similarly, your match only has 24 hours to reply – if he does though, the time limit disappears for future messages.
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Around one in four relationships start online now, and among the millennial generation, the number is likely to be even higher.
” prompted lots of people to reveal that they’re usually hanging out with the dog. (In addition to the site-specific boards, the campaign includes phone-booth executions that are not contextual.)Making the billboards site-specific embeds them a little deeper in their neighborhoods, Mc Leod says.
“We really wanted them to be striking, and part of that is being contextual,” he says.
However there are also plenty of people using Tinder just for hook-ups.
You can pay money for premium features including Tinder Passport (the ability to swipe through matches elsewhere in the world, say, before a trip) and Rewind, for those times when you swipe left too hastily and immediately regret it.