USA Network is the first TV network to hook up with social startup Tinder, whose app lets users anonymously connect to members of the opposite sex with mutual interests, in a youth-targeted promo for season 3 premiere of scripted drama “Suits.”
Starting Saturday, when Tinder users log in they’ll find their first potential match either “Suits” law partner Harvey Specter (Gabriel Macht) or paralegal Rachel Zane (Meghan Markle, pictured above), depending on their preference settings for hooking up with men or women. If a user “likes” the character’s profile, they’ll have access to exclusive content from the show with sneak peeks, audio greetings and video clips available only to those on Tinder.
In return, USA will promote the app on-air through snipes and across social media channels. No money is changing hands through the partnership.
Why I’m curious:
It’s inevitable for brands to start tapping into Tinder. The app has been gaining popularity and promoting ‘Suits’ on this platform is actually pretty relevant for the show’s target audience. This marketing stunt will definitely create buzz for the show but I’m curious to see how the first Tinder ad campaign impact viewership.