Tinder is probably
one of the world’s most popular smartphone dating app. It’s easy. You simply
scroll through a gallery of photos from potential dates, tap to ‘like’ their
picture, and if he or she also likes yours, you can start chatting.
But how relevant
is this for your brand?
Ex Machina, an
upcoming science fiction movie, recently promoted its main character, Ava, on
Tinder. Played by the Swedish actress Alicia Vikander, Ava is a bot created by
scientists and is claimed to be the most advanced form of artificial
intelligence ever. To make her character come out of the big screen and onto
the touchscreens, a Tinder profile was created for her.
Potential dates
that started chatting to Ava soon came to realise that she was merely a
fictional character in the movie, and were encouraged to view the trailer and
promotional poster for it.
The concept of
this marketing stunt ties in closely with the mind-bending possibilities of
artificial intelligence and how they would interact with humans in the real
world, exactly the themes they are trying to explore in Ex Machina. In short,
it’s brilliant.
