Swipe right, swipe left, swipe Diesel?
Tinder launched its first ever fashion advertorial with Diesel's fall/winter 2015 campaign, on Monday. This roll-out marks Tinder's first ad campaign with a fashion brand.
Called "Decoded by Diesel," the brand created unique 15-second video ads specially for the mobile matchmaking service, with models playfully portrayed as possible matches.
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"Tinder is the ultimate global 'people discovery' app," said Nicola Formichetti, Diesel's artistic director, to Mashable. "The newest [Diesel] campaign is all about communicating and making a very personal connection with one another."
From the moment he joined Diesel in 2013, Formichetti has lead the charge for the brand becoming more digitally progressive. One of his first initiatives was the #dieselreboot campaign, which amplified the brand's presence on social media. Another was casting models discovered exclusively from Tumblr.
"Since the beginning, I have always been about the discovery of new people and talent," he said. "Social media has given everyone immense creative power and the ability to connect with each other now more than any previous generation."
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To create the customized advertorial, Diesel partnered up with Spring Studios, which spearheaded the experience.
"By aligning with the conversational behavior of Tinder, we were able to deliver an experience of our brand without completely disrupting the experience of the app," said Richard Welch, global head of strategy at Spring Studios, to Mashable. "The goal of our campaign is to have a conversation with our audience, and Tinder allowed us to have even more fun with the concept."
This isn't Tinder's first run at advertising on its dating platform. In the past, brands like Bud Light and Gilette, and television shows like Fox's The Mindy Project have created custom advertorials for the app. In the past, Tinder has rolled out exclusive music videos and songs from the likes of Luke Bryan, Zedd and Jason Derulo.