Tinder is the principal partner for Cosmopolitan’s Bachelor of the Year competition, with Tinder users given the power to nominate potential candidates by swiping right for Mr Right.
From 28 August to 5 October, entrants can put themselves forward by adding #TinderForCosmoBachelorOfTheYear to their Tinder profiles, and this will automatically include them in the competition. Their total right swipes – the way a female marks them as a potential match – will be tallied and the highest 300 nominees will be presented to the Cosmopolitan’s Bachelor of the Year judging panel.
As part of a five-month integrated partnership campaign, Tinder will guide male and female subscribers through the nomination and voting process via branded profile cards. Tinder’s alignment will also be supported across Cosmopolitan’s platforms including print, digital, social and events and backed by a national PR campaign. The competition will culminate in February, where the 2016 winner will be announced at the Cosmopolitan Tinder Bachelor of the Year Party.
McWilliams Henkell, Ulta3 Cosmetics and Novo Shoes have also signed on as commercial partners for the initiative.
Fiorella Di Santo, director of sales at Bauer Media, said: “This is the first media partnership Tinder has carried out in Australia and we’re delighted they have chosen Cosmopolitan and the Bachelor of the Year Awards to do it with. There are great synergies with both brands. We’ll be maximising Tinder’s association across all of Cosmopolitan’s platforms for the duration of the competition.”