God, #brands are so lame. I can't even imagine being in a marketing meeting where shitty ideas are flying back and forth with aplomb and actually get approved. Every brand wants to go "viral" and have a billion hits on YouTube and receive a ton of recognition, all while spending as little money as possible. This is probably the worst example of that though: Gap thought it would be a good idea to promote its current 30% off denim deal...on Tinder according to AdWeek. Yes, as you swiped through the hot local singles in your area, you may have come across an ad for Gap denim. At least until the promotion was taken down almost immediately after it began.
Tinder has had ads before. I remember when The Mindy Project did basically the same thing for its new season in just as lame a way. But Gap bricked it because it just went ahead at made the profiles rather than, you know, advertising officially with Tinder, probably because that would have involved spending real, actual money that the company is hemorrhaging at the moment. So, yeah, Tinder left swiped the shit out of Gap and removed the profiles with the quickness, effectively shitting all over their genius attempt at free, viral marketing. It's just another L notched on the bedpost of Gap's struggling existence, coming on the heels of their Creative Director, Rebekka Bay, being dismissed and the role being eliminated all together moving forward. Oh, right, before I forget, you can get 30% off Gap denim through February 10th!
