Brief:

• Discover Financial Services has partnered with the mobile dating app Tinder, a part of Match Media Group, to bring financial awareness to a primarily millennial user base in a new campaign launching today. The campaign will feature Discover ads within the shuffled deck of "cards" on Tinder's profile platform, according to a press release made available to Mobile Marketer.

• The campaign will run three different content pieces, one of which is a "Do's and Dont's" poll with a link to a free FICO Credit Score through Discover. Another is Discover-branded "cards" which users swipe right on to find answers for finance related questions.

• Tinder is the number one dating app for millennials, with over 25 million users since its 2011 launch, according to Dating Sites Reviews. The campaign is based on a survey by Discover and Tinder, finding only 25% of the 2,000 U.S. respondents are comfortable with discussing their financial habits.

Insight:

For a dating app, Tinder has been partnering with some unlikely service-based industries in order to help those brands reach the engaged and young audience on its platform. In June, it announced a partnership with Delta Airlines. The companies printed a global display on a wall in Brooklyn to encourage "world travelers" to take a selfie that would improve their Tinder profile.

As Tinder has a 69% millennial base, creating unique experiences for its users is important. According to one study, 74% of millennial consumer purchases are influenced by social media, so it should come as no surprise that Discover is levering Tinder to access that base and its purchasing power.

Millennials, in contrast to Gen Z, actually have more conservative spending habits, possibly due to coming of age during a recession. Discover is capitalizing on a perceived opportunity to provide this generation with financial guidance that was revealed by the survey it conducted with Tinder. The survey focused on the impact finances have in a romantic relationship and found that 69% of respondents say having a partner with good credit is of great importance; 51% said it added to the attractiveness of a partner.

By targeting the real-life implications finances have on dating, Discover can promote its Credit Scorecard while also creating a natural association between its name and financial responsibility.

"When it comes to dating, a good credit score ups your mate value, helping you win a responsible, long-term partner, more so than some other qualities that we more commonly associate with relationship compatibility," said Dr. Helen Fisher, chief scientific advisor for Match.com, in the release.