Marketing dating club
Geographic concentration — people usually date within close proximity to where they live.
It was critical to the platform’s success to onboard enough male and female users within a given area for the product to have value.
Tinder also conducted launch parties with the requirement to display the installed app on a mobile device to gain admission to the party.
This pattern was developed at USC and then exported to other campuses.
It would enable someone to conduct a second product demo, swiping through user profiles “with other attractive” people already in the tool.
Tinder approached a sorority with the request for a group presentation.
The dating application Tinder achieved over 1 million monthly active users in less than a year from product launch.
This analysis uses Facebook application data to chart Tinder user growth.
Justin Mateen held the original “launch party” at his parents’ house in Beverly Hills.
Tinder’s concentrated college marketing efforts developed a community of engaged users required to make a dating application successful.
In the video below, the Tinder press kit image is compared to USC Kappa Kappa Gamma Tumblr photo site.
There is a remarkable similarity in subject, composition, and tone between them.
This article explores the strategies, tactics, and marketing materials used during Tinder’s first year.