Hasta La Creative!

No one inspires sympathy quite like a guy who spots his girlfriend on Tinder while shopping around on the the dating app himself.

A new campaign from Brazilian agency Candy Shop for Boca Maldita, a regional high-alcohol beer, riffs on modern infidelity—as it plays out on mobile and social networks. Four print ads feature headlines from the Ashley Madison school of adultery-themed, logic-affronting copy—along with the tagline, “Some days you just want to forget.”

It’s hard to feel bad for the dude whose wife catches him cheating by reading his texts. (She’s the one more deserving of the stiff drink). But there’s a good dose of schadenfreude here, mixed in with a call to action to drown your sorrows, even when they’re entirely of your own making. 

Candy Shop’s Facebook page includes three radio spots for anyone who knows Portuguese. There are also a few people tagging their friends on in the comments section, which seems not very cool, but also perhaps righteous.

The agency tells us that Boca Maldita is a craft beer with a limited run every six months. The ads will run as posters in Brazilian breweries and on social media. The Boca Maldita Facebook page, however, has only about 100 likes and no posts at all, so far. But that’s presumably because the company shut it down after its wife noticed it one night.

Via Ads of the World.

We’ve seen a few different Tinder hacks from marketers, but here’s an interesting one that gets at the heart of the dark side of relationships.

An organization called Women in Distress created fake profiles on the popular dating app for three different “abusers.” As users swiped through their photo albums, the guys went from nice to nasty, eventually going to far as to throw a punch.

The point, says ad agency Bravo/Y&R, is that even nice guys can become violent fast, and that women need to “look for help at the first sign of things turning ugly.”

There are certainly a few problems with the execution. The guys look a little cartoonish in the images. Plus, the whole thing is a bit spammy—and the lack of a trigger warning might be problematic. Still, it’s well intentioned and might get Tinder users thinking about what they really want out of a relationship.

CREDITS
Client: Women In Distress
Project: Tinder Beater
Agency: Bravo/Y&R, Miami
Chief Creative Officer: Claudio Lima
Art Director: Gabriel Jardim
Photographer: Mauricio Candela
Motion: Fernando Lancas

Anheuser-Busch beer brand Bud Light is adding a “swipe this” component to its “Whatever, USA” campaign, which from what we gather does not involve BBDO. Instead, the client has gone directly to the swipe-intensive hookup site Tinder to promote their beverage with a cavalcade of celebs including Shaq, Nelly and Diplo.

Following last year’s somewhat controversial launch of Whatever, USA in Butte, Colorado, Bud Light has shifted gears towards the millennial set with this effort that’s aimed at the 21+ market. Speaking to Adweek, Tinder co-founder/president/ultimate bro name Sean Rad says, “We are serious as a company about finding a way for brands to communicate with our users in a very accretive way. We don’t want to disrupt the users’ experience, and we’re committed to that,” he said. “Depending on how this goes, users might see more of this, but it’s going to be a long time until this is a consistent part of your experience.”

As noted, this effort marks Tinder’s first video ad campaign and in conjunction with Bud Light, the latter will select approximately 1,000 users to attend this year’s party, which is scheduled for the last week in May. We’re guessing Butte won’t be the ideal locale, but in the meantime, feel free to download the Twitter app here.

Here’s a promotion at SXSW that’s equal parts brilliant and, for some, heartbreaking.

Tinder users on Saturday were encountering an attractive 25-year-old woman named Ava on the dating app. A friend of ours made a match with her, and soon they were have a conversation over text message.

But when he opened up Ava’s Instagram, it became clear something was amiss. There was one photo and one video, both promoting Ex Machina, a sci-fi film that just happened to be premiering Saturday night here in Austin. The link in her bio went to the film’s website. And it turns out the woman in the photos is Swedish actress Alicia Vikander, who plays an artificial intelligence in the movie.

It’s sneaky and undeniably brilliant. Only in retrospect do you realize that Ava’s questions come from wanting to know what it’s like to be human.

Our friend, though—whose texts above, we can attest, were totally heartfelt—was left feeling perhaps a little too human afterward. It “toyed with my emotions so hard,” he says.

O Tinder é atualmente a menina dos olhos do conglomerado IAC, de Barry Diller. O app de relacionamento não gera nadinha de receita para o grupo, mas isso pode mudar em breve.

Durante a apresentação dos resultados financeiros da empresa, os executivos esclareceram que não tem intenção de transformar o Tinder em uma máquina de fazer dinheiro, mas que querem começar a experimentar com algumas ideias de monetização em breve. Entre elas, estaria a inserção de publicidade ‘nativa’.

A Fox já fez uma inserção do tipo, ainda que tenha sido orgânica, sem pagamentos para o Tinder – o canal inseriu um perfil fake de um dos personagens da série “The Mindy Project”, como uma forma de divulgar o programa.

“A natureza da experiência do usuário no Tinder traz diversas oportunidades de publicidade nativa, que alguns de nossos outros produtos não oferecem”, explicou Greg Blatt, gerente dos aplicativos de relacionamento do IAC, que incluem o Match e o Tinder.

Segundo o BusinessInsider, o Tinder também considerou algumas outras possibilidades de monetização, como a transformação do app em um ‘freemium’, que permitiria que assinantes tivessem algumas vantagens, como a possibilidade de voltar ao app e desfazer a seleção de um perfil.

A impressão que dá é que a possibilidade de inserir personagens fictícios no Tinder pode ser mais rentável do que assinaturas de pessoas procurando novos relacionamentos.

Post originalmente publicado no Brainstorm #9
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Toda semana a internet elege a polêmica da vez, ou várias delas ao mesmo tempo. Nos últimos dias, o foco da discussão online tem sido em torno da febre dos aplicativos de avaliação de pessoas. Tinder promete unir pessoas mutuamente interessadas, já o Lulu é o banheiro feminino em versão mobile, e não demorou para aparecer a resposta dos homens com o ainda não lançado – e talvez nem verdaderio – Tubby.

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Post originalmente publicado no Brainstorm #9
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