B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Dating App Hinge Releases Short Flick On The Depressing Reality Of Online Dating
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Dating App Hinge Releases Short Flick On The Depressing Reality Of Online Dating
Marketing

Dating App Hinge Releases Short Flick On The Depressing Reality Of Online Dating

Staff Writers
Published on: 12th October 2016 at 10:02 AM
Staff Writers
Share
3 Min Read
SHARE

Dating app, Hinge, which uses mutual Facebook friends as a filter to find your perfect match, has launched an overhaul of its branding and released a two-minute animated short film to go with it.

Research uncovered by Hinge shows that many see dating apps as a game, but in this flick, the game becomes very dark and disillusioned, with the main character walking around a Dystopian carnival of loneliness.

Per Adweek, Hinge’s chief brand officer Katie Hunt said, “This whole world was inspired by everything that we were seeing, and we felt that by doing an animated film.

“It kind of gave us license to have a bit more levity to talk about it and also sort of talk about it in a more abstracted way, which we were really attracted to.”

The carnival short was created in partnership with The Studio and Hinge’s agency Red Antler, and serves as a bit of a depressing metaphor for online dating, with the Carnival boasting everything from the Cycle of Loneliness, a ferris wheel with only one seat, a dick pic tent, the Hall of Filters and the Catch a Catfish pool.

When the male protagonist actually finds a match, it’s spoiled by a demon that looks suspiciously like the Tinder logo. But the best part is when he discovers the Hinge Exit door. You can check out the whole thing here:

“When you see it as a ride, you see how absurd it is and yet we’re participating in in,” Hunt added.

Hunt said the goal is that by providing something that people are willing to pay for, only the committed will stick around.

“In reality, people are really lonely and do want a connection with another person and do want to find someone,” she said. “It’s almost been taboo to say that and to go after that.”

The new version of the app will replace the free model with a $7-per-month subscription after three months of free trials. Hinge also will allow those who match to comment on the photos users post, encouraging more organic engagement (although this could be dangerous depending on the type of users Hinge attracts).

According to Hinge, a beta version of the app tested by some users has seen twice as many connections, five times as many connections turning into conversations and seven times as many conversations turn into phone number exchanges.

No word on how many actual dates eventuated, however.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, crop circle, hinge
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?