AUSTIN, TX: Anheuser-Busch InBev enjoyed considerable success running the first ever ad campaign on Tinder for its Bud Light brand, and the firm continues to work with the dating app on potential new marketing opportunities.
Azania Andrews, Senior Director/Digital Connections at Anheuser-Busch Inbev, the brewing group, discussed this topic at South by Southwest (SXSW) 2016.
More specifically, she reported that Bud Light's "Whatever, USA" campaign execution on Tinder last year delivered over 6m video impressions and 1.4m competition entries.
To retain the look and feel which Tinder users have come to expect, the activation also enabled them to swipe left or right depending on whether they liked the ad.
"It's really important to figure out a way to grow our businesses and exist in these environments in ways that feel authentic and meaningful and useful," said Andrews. (For more, including further campaign details, read Warc's exclusive report: Bud Light and Tinder: a perfect match.)
Similarly, she emphasised that the creative employed during this program closely matched the style and ethos typically seen on Tinder.
"To use video, to use music, to use people that felt like the Tinder [that users] see and could relate to was something that was really important to us in setting up the creative," said Andrews.
"There was the added bonus of this chance to win and see something that was fun. But, first and foremost, it was about a meaningful and relevant content experience."
Armed with the learnings from this campaign, Anheuser-Busch Inbev and Tinder have since been exploring additional ways to engage the app's user base.
"We used the product again in some experiences around other events that we held at the end of 2015, and continue to talk to Tinder about new ways to bring our current campaigns to life," Andrews said.
"They bring us new ideas all the time, which is great. So now it's about just finding that next opportunity."
Data sourced from Warc