In November, Valleywag reported that Fox’s The Mindy Project was filming an episode that would feature Tinder, the popular dating app. With the show on hiatus until April 1st, Mindy Kaling’s character, Mindy Lahiri, is staying busy by looking for love on Tinder.
Tinder users certainly fall into The Mindy Project’s’ target demo, and those that have been swiping ‘yes’ and ‘no’ (the app’s main function of choosing a date) recently may have come across the following:
In an email to Huffington Post, a FOX representative confirmed that the show is behind the promotion. With ‘Girls’ taking to Snapchat recently, it will be interesting to see how brands utilize burgeoning social networks to reach their audiences. ‘Girls’ and ‘The Mindy Project’ viewers skew younger, so Tinder and Snapchat might be as effective as Facebook or Twitter to reach audiences. At the very least, there is still not as much brand noise on the newer platforms. Brands that can capitalize before the networks grow further (or users complain) stand to gain a lot.