Tinder has been announced as the principal partner for Cosmopolitan’s Bachelor of the Year competition, with users of the app given the power to nominate potential candidates.
As the search for Australia’s most eligible bachelor enters its 30th year, Bauer Media’s Cosmo has taken over as host of the event from the now defunct Cleo magazine, with this year’s nomination process to be run exclusively through the Tinder app.
From 28 August to 5 October, men can put themselves forward for the competition simply by adding #TinderForCosmoBachelorOfTheYear to their Tinder profiles. Their total ‘right swipes’ (the way a female marks them as a potential match) will be tallied and the highest 300 nominees will be presented to Cosmo’s Bachelor of the Year judging panel.
The judging panel will then whittle this list down to 30, which will be revealed on Cosmo’s website, where votes can be cast online to choose the Bachelor of the Year. The winner of the competition will be announced in February next year.
As part of its five-month integrated partnership campaign, Tinder will also guide male and female subscribers through the nomination and voting process via branded profile cards.
Tinder will receive further support on Cosmo’s platforms including print, digital, social and events, and be backed by a national PR campaign.
McWilliams Henkell, Ulta3 Cosmetics and Novo Shoes have also signed on as commercial partners for the initiative.
Tinder’s vice president of global communications and branding, Rosette Pambakian, said the agreement with Cosmo is the first media partnership that the popular dating app has carried out in Australia.
“Australia is one of our biggest markets, so it makes perfect sense for our app to be the exclusive nomination platform for Cosmopolitan’s Bachelor of the Year awards,” she said.
“It’s our way of thanking our awesome Australian female users for their love for Tinder – and spicing up their swiping action in the process. We’re excited to be part of the Bachelor of the Year campaign as it gets the Cosmopolitan treatment this year.”
Cosmo editor Claire Askew said The Bachelor of the Year is one of the most recognisable magazine properties in Australia.
“I’m delighted Cosmopolitan will continue that legacy for its 30th anniversary,” she said.
“It is an iconic brand and the partnership with Tinder promises to make this year’s competition the biggest and best yet.”