Tinder Teams Up with ‘Mean Girls’ Star to Revolutionize User Experience

Article Brief:

Match Group’s popular dating app Tinder has teamed up with actor Jonathan Bennett, best known for his role in the movie ‘Mean Girls,’ for an innovative marketing campaign. This campaign aims to create awareness about toxic behavior and the increasing prevalence of online financial scams. Our Website has received exclusive details about this partnership.

The initiative took place on Oct. 3, coinciding with World Romance Scam Prevention Day. However, others relate this day to the famous quote "What day is it" from the movie "Mean Girls." Bennett stars in a 60-second promotional video identifying the different kinds of individuals users should steer clear of on dating apps.

This lighthearted approach comes after Tinder's earlier campaign in January, aimed at raising awareness among users about online scams. Tinder is among the recent dating apps utilizing popular culture to promote its services.

Article Insight:

Taking advantage of popular culture trends to promote their features is a common strategy employed by dating apps. Bumble, for example, released a dating app modeled after a fictional matchmaking platform from the show Ted Lasso and recently partnered with the upcoming "Barbie" movie. By associating itself with the movie "Mean Girls," Tinder aims to resonate with millennial and Gen Z users who are fans of the film.

For the effort, Bennett, known for his role as Aaron Samuels in “Mean Girls,” takes on a leading role in a powerful one-minute advertisement. In this ad, he bravely exposes the "mean people you should steer clear of on the internet." The lineup includes love bombers, money seekers, and posturers—those who believe it's a privilege just to be in their presence. The advertisement concludes by raising awareness for World Romance Scam Prevention Day, an important initiative aimed at informing and educating individuals about the dangers of online scammers.

Stephanie Danzi, senior vice president of global marketing at Tinder, expressed the pride in leading safety initiatives and developing culturally relevant campaigns that raise awareness and enhance the safety of dating experiences on our app and other online platforms.

Tinder's latest campaign aligns with Match Group's previous efforts launched in January, aimed at helping dating app users safeguard themselves. Reports have indicated that while older adults frequently report romance scams, there has been an increase in reports from younger adults. Furthermore, an alarming statistic revealed in the press release by Kathy Waters, executive director of Advocating Against Romance Scammers, states that 97% of scam victims choose not to report or seek justice due to the social stigma associated with falling for fraudulent activity.

In addition to Tinder's campaign, the dating app's sister brand, Hinge, took measures to increase awareness by sending users in-app messages urging them not to send money or seek investment advice from strangers. Match Group has implemented additional measures to ensure the safety of its dating app users, such as introducing features like selfie verification and pop-up messages displaying helpful safety tips.