Tinder isn’t feeling the love for Gap

1 min readUpdated Jun 4, 2025Feb 10, 20151:00 AM

tinder nu 500 miljoen dollar waard gebruikte deze pitch toen het nog een jonge start up was

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Tinder just swiped left on Gap’s plan to use its dating app as a new means for promoting the brand.

In a story posted on AdWeek Wednesday, the apparel retailer said that it intended to run provocative phrases such as “you’re invited to the pants party” on the platform, in what it called a form of guerrilla marketing.

“We did a little something special on Tinder,” the Gap’s Tricia Nichols told the publication. “You’ll see a profile with clever messaging in the spirit of love and the perfect match. It’s the perfect fit for Tinder.”

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What this means

Tinder's swift rejection of Gap's "guerrilla marketing" effort shows the tightrope retailers walk when using social platforms for promotion. The dating app's decision signals a clear boundary, forcing brands to be more sophisticated than mere provocative phrasing, despite Gap's belief it was a "perfect fit." This failure contrasts with the common retail trend of exploring new digital channels, as seen with Tmall Global's duty-free platform launch, but points to a lack of due diligence from Gap. The move pressures other brands considering similar edgy, unapproved tactics. Competitors will now watch how Gap recalibrates its digital outreach, particularly after its public misstep. We expect to see if Gap releases further details on its revised digital marketing spend for the next quarter.

Wei Zhang

Questions & Answers

What was Gap's specific marketing strategy for using Tinder?

Gap intended to use provocative phrases on the Tinder platform, such as “you’re invited to the pants party.” They described this approach as a form of guerrilla marketing, aiming for clever messaging in the spirit of love and perfect matches.

Which publication first reported on Gap's Tinder marketing plan?

The story about Gap's marketing plan for Tinder was first posted on AdWeek. Gap's Tricia Nichols spoke to this publication about their intentions for the campaign, which involved creating a profile with clever messaging.

What was Tinder's reaction to Gap's proposed marketing campaign?

Tinder rejected Gap’s plan to use its dating app for brand promotion. The article states that Tinder 'swiped left' on Gap’s intention to run provocative phrases and use the platform for a guerrilla marketing campaign.

Who at Gap commented on their planned Tinder campaign?

Tricia Nichols, from The Gap, commented on their plans for the Tinder campaign. She told AdWeek that they had done “a little something special on Tinder” with a profile featuring clever messaging in the spirit of love.

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