Tinder is a great social app. It has changed the world of dating in many ways. But it has never been seen as a great marketing platform. Until Ford Europe launched its Ford Mustang campaign and generated over 1.5 million interactions on the app!
Tinder is simple to use. You like someone, you swipe right. If they swipe right too, you are matched, and you start chatting; and maybe end up on a date. Ford Europe thought there could be more to it, and launched its Ford Mustang blind date Tinder campaign.
Tinder users could swipe right with the Ford Mustang, and almost automatically got matched with the car. Once opened, the Ford Mustang profile stated:
It’s the date you’ve been waiting for – Ford Mustang wants to take you on a blind date like no other.
Ford Europe then chose ten users who had swiped right on the Mustang, and paired them up in blind dates. Of course, the date setting was always going to be the Mustang itself. During the date, each “love bird” took turns driving the car. On the way, they also received a call from comedian Jarred Christmas, who asked a series of personal questions to break the ice. The date then ended with them parking in a custom-built drive-in cinema, where they would then decide whether to pursue the date privately or not.
This very original campaign succeeded in showcasing the Ford Mustang as the centrepiece to making a great impression. As explained by Jim Farley, executive vice president and president, Europe Middle East and Africa, at the Ford Motor Company:
It’s got to be a good start to show up for a date in a Ford Mustang. It’s an iconic car with a built-in ability to turn heads.