With 750 million swipes and over 10 million matches per day, Tinder has grown to be the leading social dating app. Moreover the app benefits from one of the highest attention span among social apps. According to its founder and CEO, Sean Rad, the average user spends about 60 minutes per day on Tinder, and logs in around seven times.
So could this “love matching” app help abandoned dogs and puppies find a new loving home? Social Tees, a New York city animal rescue organisation, thought so. And they were right.
Social Tees partnered with a local creative agency to create Tinder profiles for 10 dogs in need of a new home. The profiles were fully complete with information about the dogs’ age, expected adult size, breed and a cute profile picture. Under the profile picture, once could read the bio, which was common to all dog profiles:
It’s a small step; 7.6 million dogs are abandoned every year in the United States alone.
Here is a video that explains the “puppy love” campaign in more details:
The campaign, which was run as an awareness test, was a total success.
TechCrunch reports that over 1,500 matches have been made so far — presumably the no-kill shelter doesn’t often swipe left — and one of the 10 dogs has already been placed under the care of a new owner.
Yes, it is a strange use of Tinder. But this campaign deserves to be talked about. We have seen our share of brands trying to take over Tinder, only this time it is for a good cause. Of course, local rescue shelters will always be the best way of finding and saving a dog, but awareness is always welcome on this big issue.
And like The Verge noticed, they’ve even managed to follow Tinder etiquette: there are no group shots with other dogs or photos involving a tiger in sight.
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