Tinder – kolme edelläkävijää, jotka ovat hyödyntäneet deittisovellusta markkinoinnissaan

Deittisovellus Tinder on Suomessa suuren yleisön keskuudessa vielä suhteellisen uusi tuttavuus, mutta maailmalla se on jo ehditty valjastaa monen muun sosiaalisen median palvelun vanavedessä markkinointikäyttöön. Nämä kolme toisistaan hyvin paljon poikkeavaa brändiä ovat olleet ensimmäisten joukossa hyödyntämässä nettidettailun mullistanutta sovellusta markkinoinnissaan.

Suits

MTV3:n Pukumiehet nimellä Suomessa esittämän sarjan kolmatta tuotantokautta markkinoitiin viime kesänä Yhdysvalloissa Tinder-kampanjalla, jossa sarjan päähahmot Harvey Specter, Mike Ross sekä Rachel Zane saivat omat Tinder-profiilinsa. Muodostamalla parin hahmon kanssa, käyttäjät pääsivät käsiksi muun muassa eksklusiivisiin videotervehdyksiin ja trailereihin.

Domino’s Pizza

Pizzeriaketju Domino’s Pizzan Tinder-profiili ilmeistyi potentiaaliseksi matchiksi sekä miehille että naisille ystävänpäivänä. Oikealle pyyhkäisseille ja näin parin muodostaneille käyttäjille pizzajätti tarjosi mahdollisuuden kuumiin ja maistuviin deitteihin tarjousten muodossa.

Amnesty International

Ihmisoikeusjärjestö Amnesty Internationalin Australian osasto yhdisti voimansa Tinderin kanssa kampanjassa, jolla pyrittiin edistämään naisten oikeuksia kansainvälisen naisten päivän aikaan. Australialaisia Tinder-käyttäjiä pyydettiin osallistumaan kampanjaan vaihtamalla profiilikuvansa kampanjakuvaan, joka ohjasi sivustolle, jonka tarkoituksena on herättää tietoisuutta sukupuolten väliseen eriarvoisuuteen liittyvistä ihmisoikeusongelmista, kuten pakkoavioliitoista.

Kaikki kolme kampanjaa ovat toteutettu yhteistyössä Tinderin kanssa ja vaikka mainonta tulee hyvin todennäköisesti yleistymään myös tässä sosiaalisen median kanavassa ennemmin tai myöhemmin suomalaisten yritysten tuskin kannattaa vielä haaveilla natiivimainonnasta Tinderissä. Aikaiset sopeutujat voivat kuitenkin saada etua hyödyntämällä tämän hetken puhutuinta mobiilisovellusta markkinoinnissaan luovalla tavalla – esimerkiksi tarjoamalla Tinder-treffeillä oleville pareille oman erikoismenun tai drinkkilistan ravintola voi lunastaa aseman kaupungin Tinder-käyttäjien kantapaikkana.

Oletko törmännyt muihin esimerkkeihin Tinder-markkinoinnista? Tiedätkö suomalaisen yrityksen, joka on jo hyödyntänyt deittisovellusta tavalla tai toisella toiminnassaan? Uskotko, että Tinderillä on Suomessa potentiaalia markkinointikäytössä? Kommentoi!

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Facebook Caves to Pressure? – Tabs with Thumbnail Images Included in the New Page Layout

Facebook business page Samuli Pehkonen

On Monday Facebook introduced a new layout for Facebook Pages. Updated Timeline will display all posts consistently in one column on the right side of the page leaving left column for information, thus making pages appear more similar to personal profiles. While the new  streamlined look that simplifies pages is surely change for the better, marketers and page admins immediately raised their concern  about what will happen to page tabs that seem to have vanished from the new layout.

After the initial shock caused by their absence in the new layout, it was soon revealed that in the future the tabs would be accessed from “More” drop-down menu located in the footer under the Cover Photo. This was clearly a setback for brands that have invested time and money in creating customized tabs with eye catching thumbnail images that were often utilized to make the page look unique visually. Unsatisfied marketers and page admins voiced their disappointment loudly when they realized that their precious tabs that are mostly used to host apps such as competitions, contact forms and content feeds were going to be buried behind extra clicks.

After a few days of fierce conversation about the importance of tabs, it seems like that for once Facebook has managed to take the negative feedback into consideration since the sharp-eyed viewers noticed that a section titled “Apps” hosting the page tabs with thumbnail images had suddenly appeared on the left column of Facebook’s own business page which is used to preview the new page layout. This section was not included in the initial pictures that Facebook used when they introduced the redesign of the pages. One can’t help but draw a conclusion that this section was never included on Facebook’s original plans and was added in response to enormous amount of negative feedback.

Personally I think that the whole fuzz about the tabs is somewhat over-exaggerated. I do get that some of us are worried about losing the only way to customize our pages visually and I do think that the way tabs are currently displayed is better than the one in the new layout, since they can be easily paired with call-to-actions in Cover Photos. Still, one should really stop to think about the role and viability of tabs before losing their sleep over the upcoming change. Sure, fancy tabs are important when it comes to first impressions and some traffic might be generated to them when people visit your page for the first time, but when you think about your own behavior on Facebook you’ll soon realize that after linking a page you rarely come back for another visit. This means that the interaction between brands and their fans occurs on the News Feed where Facebook users spend the vast majority of their time thus not actually seeing the page tabs. In addition, customized tabs have been previously supported only by the desktop version of Facebook meaning that they have been no-good for the majority of your fans anyway since the fast increase of mobile usage of Facebook.

Page posts and ads have been the best way to drive traffic to tabs long before the current redesign, but their importance will be increased as soon as the new layout rolls out, since the focus will be heavily shifted to the News Feed. In the future brands must be even more aware of what they want to achieve with tabs and what kind of solutions generates the best results, since it’s inevitable that they have spent part of their Facebook advertising budget to promote the tabs if they want to generate real traffic to them. As it stands out the new layout surely has its positive and negative sides, but when it comes to tabs, only time and numbers will tell what kind of effects the changes in the page layout will actually have on them.

NHL Engages With International Fans By Tweeting In Their Native Languages

NHL tweets in Finnish

The Sochi Winter Olympics 2014 were undoubtedly the social media event of the year and offered fertile breeding ground for sports related content marketing. Many brands were living and breathing the Olympic Games with their fans in Twitter but one of them took things a bit further than just tweeting about the results in real-time.

NHL has already aknowledged its position as the world’s number one ice hockey league and offers serveral different language versions of its official webpage for the internatonal fans. During the Sochi Olympics NHL took things even further and engaged with their international fans by tweeting in their native lauange. I first came across this delightful new approach when official Twitter account of NHL tweeted in Finnish immediately after superb performances of young Pittsburgh Penguins defenceman Olli Määttä. Like many others, at first I couldn’t believe my eyes but soon I learned that it wasn’t even the first tweet in Finnish by NHL during the Olympics — and they came in Swedish too!

Tweets in exotic foreing languages sure did stir up some confusion amongst the English-speaking majority of account’s 2,3 million fallowers but judging by the great engagement rates it sure was a trick that should be added to playbooks of other international brands as well. Even though the Sochi Winter Olympics are long gone, in my books, engaging with international fans in this simple yet clever way is enough to award NHL the gold medal in the Twitter Olympics.