Dive Brief:
- Delta Air Lines and Tinder printed iconic locations from across the globe on a building in Williamsburg, Brooklyn, to allow selfie-takers to appear as world travelers and enhance their online dating profiles, according to Adweek. Wieden + Kennedy New York was the agency behind the effort.
- Destinations include Honolulu, Paris, Los Angeles, Pisa, London, Mexico City, Amsterdam, Moscow and Zurich, and the feature — given the hashtag #DeltaDatingWall — will remain up through the summer. The varied locations highlight how Delta flies to the most destinations of any airline from New York City, and the phrase "World travelers are more likely to be swiped right" is painted on the building.
- Delta and Tinder will also hold a singles event on June 17 at the location, where people can get professional shots taken with the mural as a backdrop.
Dive Insight:
Out-of-home advertising continues to push past static billboards and signage with the help of digital integrations, as the Delta Dating Wall — which encourages shareable selfies and comes paired with its own hashtag — demonstrates. Delta and Tinder make for a perhaps unusual pairing, but their working together also underscores how more major brands are leveraging third-party app partnerships to extend reach into new markets.
Tinder is a dating app that is incredibly popular with millennials, a consumer group that's been shown to spend a lot on travel. By advertising the variety of destinations Delta flies to, all in the context of boosting dating profiles, Delta might connect with an audience it does not normally reach.
Agency Wieden+Kennedy conducted research that found 62% of men and 74% of women want a partner who shares their travel interests, according to Adweek, meaning the dating wall could lead to better Tinder matches as well.
