Mums Can Play Matchmaker With New Tinder Feature
Friends, Mothers, Grandmothers and everyone in between can now play matchmaker directly through the Tinder app, with a new feature allowing users to invite others to review potential matches for them.
As part of the new feature, Tinder users can invite up to 15 people, who don’t need to have their profiles, to view profiles of potential matches on the dating app. Reviewers will have 24 hours to weigh in on the potential match but cannot make any contact on the user’s behalf. A profile will be flagged as a recommendation if a matchmaker likes it, but ultimately, the decision to swipe left or right is up to the user.
Tinder has partnered with rapper Coi Leray, who knows that modern dating is complicated, to bring users and their matchmakers up to speed on this new digital dating dynamic. Leray has been crowned the “Matchmaking Monarch of Tinder Court”, where she illustrates the power of the “friend test” in newly released digital content.
“For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy with Tinder Matchmaker,” says Melissa Hobley, chief marketing officer at Tinder. “Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you”.
“Handing your phone to the friend group was the original vibe check. Obviously, you want your friends to like whoever you’re crushing on, and Tinder Matchmaker is a fun way to get the bestie seal of approval even before the match,” said Leray.
Hosting a dating life debrief with friends is a tradition, so much so that in an online survey of 2,500 18-25-year-olds who are single and actively dating, over 75% of singles said they discuss their dating life with friends multiple times a month. The new feature makes modern dating a team sport, essentially integrating the “friend test” into the Tinder experience.
Tinder Matchmaker is available in 15 countries, including Australia, the United States and Canada, with plans to roll out the feature globally in the next few months.
CREDITS
Tinder
Faye Iosotaluno, COO
Melissa Hobley, Global CMO
Stephanie Danzi, SVP, Global Head of Marketing
Philip Price Fry, VP Communications
Marielle Donahue, Head of Culture and Social
Rodrigo Fontes, VP Global Marketing
Devin Colleran, Global Brand Director
Melenie Becerra, Global Brand Marketing Coordinator
Rachel Lewis, Director, Global Media
Kyle Fagan, Senior Media Manager, North America
Mischief @ No Fixed Address
Greg Hahn, Co-Founder & CCO
Bianca Guimaraes, ECD & Partner
Kevin Mulroy, ECD & Partner
James Leake, Associate Creative Director
Dylan Wagman, Associate Creative Director
Kaitlin Kehoe, Art Director
Patrick LaBelle, Copywriter
Will Dempster, EVP Production
Jeff McCrory, Head of Strategy
Ed Gunn, Group Strategy Director
Oliver McAteer, Head of Development
Kerry McKibbin, President & Partner
Tyler Harris, Managing Director
Taylor Jerome, Account Director
Maddy Vonderhaar, Senior Account Executive
Flying Television
Lori Levine, Founder
Rebecca Horn, Talent Executive
Production: Pretty Bird
Calmatic, Director
Jeanne Stawiarski, Executive Producer
Tracy Hauser, Head of Production
Melissa Larsen Ekholm, Line Producer
Editorial: Arcade
Sila Soyer, Executive Producer
Dave Anderson, Editor
Post FX
Andrew Cravotta, Producer
Please login with linkedin to comment
TinderLatest News
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
DiDi has appointed Tim Farmer as head of brand marketing in Australia and New Zealand. Prior to his new role at the rideshare company, Farmer spent eight years at The Walt Disney Company, rising from a partnerships lead to become its marketing director responsible for Disney+, Marvel, Pixar, Searchlight and Nat Geo. “One of the […]
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
Last week, Google took the not-unexpected step of delaying the end of third-party cookies again. Citing “ongoing challenges” and “divergent feedback” from different corners of the digital advertising industry, Google delayed the end of third-party cookies from the “second half of Q4” to early 2025. Much of the dragging has come from Google having to […]
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]
Outbrain Snatches Chris Oxley From Foxtel Media
Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]
In A Fragmented World, Engagement Is King
Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne. Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal. “The only difference if you’re a regular listener in the Sydney market […]
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.