The Mindy Project matches up fans to lead characters’ fake tinder profiles.

The Mindy Project matches up fans to lead characters’ fake tinder profiles.

In a strategic effort to increase its audience/following, Fox has teamed up with Tinder to stir up some publicity for a Mindy Project Tinder themed episode airing later this year. For the promotion of this episode, the show has created fake dating profiles for the main character Mindy as well as another cast member Danny. Tinder users holding a promising outlook for a virtual hookup will find her profile stating:

“Tiny doctor in a big city looking for love, friendship, or a donut that’s so good it’s spiritual. I’ve got a Reese Witherspoon personality, a Nicki Minaj body, and Frnak Sinatra eyes (they turn blue in the summer, I swear). Looking for the Channing Tatum to my “girl from Step Up.” Swipe right if you like a high-powered firecracker of a woman who has it all but only recently figured out her DVR. To see more about me, tune-in to THE MINDY PROJECT this Tuesday at 9:30/8:30c on FOX.”


Why I’m Curious:
I love to see promotional efforts that are a little more outside the box. People often despise banner ads because they are invasive to their actions and or distracting. Utilizing popular platforms in a way that is native to that very environment is a more clever and strategic way to reach the target demographic they are going after. The only issue I might see with this is that if someone has never heard of this show and swipes left, the Mindy Project may easily miss an opportunity to reach a new audience.


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