Tinder Shuts Down Gap’s Pants Party Because Campaign Violated Terms of Service

Brand posted unauthorized marketing

Just as The Gap was about to launch a new marketing campaign on Tinder, the hot dating app announced that the retailer's plans were an unauthorized violation of its terms of service.

The Tinder messages are one part of The Gap's new campaign ahead of its spring line, which includes a new micro-series filmed for Instagram starring Jenny Slate and Paul Dano.

"We did a little something special on Tinder," said Tricia Nichols, The Gap's leader of consumer engagement and brand strategies, before Tinder nixed the campaign. "It's a guerrilla [marketing] idea where you'll see a profile with clever messaging in the spirit of love and the perfect match. It's the perfect fit for Tinder."

The move would have been an unusual fit for Tinder, which hasn't had many ad campaigns, especially from fashion brands. 

The Gap was hoping that daters would scroll through potential matches in the app and come across its profile with pictures of messages: "You're invited to the pants party."

In a Twitter message, Tinder's head of communications said, "We did not approve this campaign and it is not an ad."

Tinder, owned by IAC/InterActive, has been considering offering ads on its free service. Meanwhile, it's premium service contains no paid marketing.