The line between brilliant guerrilla marketing and cruel spam might just have been crossed on Tinder at SXSW this weekend. Adweek just broke the previously undiscovered story that things are not always what they seem in the digital world. (What? Someone on the internet is lying, you say?)
This girl, “Ava,” recently posted a Tinder profile. She’s 25, attractive and hanging out at chill Austin-based music/arts festival SXSW — pretty cool, right?
She looks like an interesting person and if you’re both at SXSW, why not try for a chance at love? Except instead of love, after a pleasant and flirty conversation, “she” directs you to go to her Instagram @meetAva, where you will find a trailer for a new film debuting at SXSW. The film is called Ex Machina, and though we probably shouldn’t mention it by name or link to the video because it’s a pretty lame way for the production company to get viewers, it is an example of the new tactics advertisers are trying out to break through media saturation.
Ava is actually a character in the movie, played by Swedish actress Alicia Vikander. And no, you won’t be going on a date with her. But this brings up the question: is all fair in love and advertising? No, probably not. Hopefully this campaign backfires a bit and the production house realizes not too many guys want to go see your movie once you’ve Catfished them with a chance at love. Then again, it is Tinder users we’re talking about here.