#SXSW musings: is Tinder the next marketing opportunity?

You might remember Gap launched a micro-series on Instagram for the spring season. Tied to that for Valentine’s Day was a campaign on dating app Tinder that invited users to its “Pants Party” before offering 30% off denim styles. What was intended as a fun, guerrilla marketing idea, quickly got nixed by the app for being an “unauthorised violation of its terms of service”. It’s interesting this week then to see Tinder back in the spotlight from a marketing perspective, and this time at SXSW. Needless to say the app gets heavy usage at a festival that pulls in over (…)