Check out this “pride” initiative that slid into people’s hearts in 2019!
For those of you who don’t know yet, this marketing strategy holds a special place in my heart because of the incredible impact it generates for businesses. With unconventional tactics, such campaigns captivate target audiences in memorable ways. Today, we're thrilled to present a guerrilla marketing strategy that made an effort to fight discrimination against the LGBTQIA+ community in 2019. Stay tuned for more insights below and keep reading to the bottom of the page because I have a special announcement there. I hope you’ll take the time to read that too!
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Check out this “pride” initiative that slid into people’s hearts in 2019! In recent years, technological advancements have revolutionized the way people connect with each other. One of these developments are dating apps, which have emerged as not just tools for romantic encounters, but also as vibrant hubs for fostering connections and camaraderie within diverse communities. … and among the plethora of dating apps, Tinder stands out as one of the catalyst supporters of love in ALL ITS FORMS. Now, you might be curious: Just how far is the business willing to go to demonstrate its commitment to the cause? This could manifest through various ways, like: Fine-tuning its social media presence to echo messages of acceptance… … boldly promoting diversity within its app interface… … or even through generating an unexpected spectacle of a towering 30-foot slide!
On June 24, 2019, Tinder unveiled its latest initiative that posed as a bold statement of advocacy and solidarity: The one-day only "Pride Slide," which was adjacent to Madison Square Park on East 23rd Street, New York, U.S.A. The 30-foot slide served as a poignant representation of the 30 U.S. states that lacked comprehensive protections for the LGBTQIA+ community against discrimination. At the slide’s base, riders were encouraged to take action by signing the petition, letting their voices be heard, and "sliding into their senators' DMs" for visibility. This was to urge support for the Equality Act, a bill in Congress that seeks to expand anti-discrimination laws to cover sexual orientation and gender identity. With the Equality Act facing a challenging path in the Senate after its passage in the House, Tinder stepped up its support for the bill. For every individual who took the ride down the “Pride Slide,” Tinder donated USD 10 to the Human Rights Campaign (HRC) to bolster efforts advocating for the legislation's passage. Tinder's CEO, Elie Seidman, emphasized the company's commitment to equality, saying: "Discrimination in any form violates the fundamental values that drive Tinder." By mobilizing its vast user base to show support and take action, Tinder aimed to effect tangible change for the LGBTQIA+ community. What’s more? Tinder leveraged its platform to amplify LGBTQIA+ voices and initiatives throughout the summer. The company offered free advertising to LGBTQIA+ nonprofits and integrated the #RightToLove public service announcements (PSAs) into the app for U.S. users, directing them to the HRC website with a simple swipe. Tinder’s Unending Support Since its inception in 2012, Tinder has been on a journey of evolution, continually redefining inclusivity in the digital dating sphere. In 2016, the app boldly introduced 37 additional gender options, signaling a seismic shift towards a more diverse and accepting platform. Fast forward to today, Tinder has taken another leap forward by allowing users to specify their sexual orientation, ensuring that every individual feels seen and accepted. So… was Tinder’s “Pride Slide” initiative effective? Tinder's “Pride Slide” proved to be not just a symbol of solidarity but also a catalyst for change as the dating app raised approximately USD 15,000 in its ongoing battle against LGBTQIA+ discrimination. The colorful spectacle attracted nearly 1,500 participants eager to support the cause. Additionally, Tinder’s “Pride Slide” was effective for two reasons:
Overall, Tinder's “Pride Slide” wasn't just a slide; it was also a beacon of unity, solidarity, and a whole lot of fun wrapped up in a rainbow-colored package. More than just sliding down, the campaign was actually about standing up for LGBTQIA+ rights and making waves of change in a world where every splash counts. Always remember: Maximizing interaction with your audience is a GAME-CHANGER in modern-day marketing. So, when conducting similar initiatives, it’s best to incorporate your goals and advocacies into the message your campaign wants to convey. — SPECIAL ANNOUNCEMENT: One of my goals as an industry leader is to help you grow in your career and attain financial stability in the long run. Today, we have the perfect opportunity for you to be one step closer towards achieving just that! LATER at 12 p.m. EDT, my friend and colleague, Professor Joel Litman, will speak at the “Massive Equity Gains from the Strategic Buyers’ Market: Powered by a Wall of Debt” event. He will talk about a potential crisis and an equally potent opportunity that he and his team have been tracking over the past few months. Register here to know a key opportunity for growth in the ONE sector that Professor Litman and his team think will take advantage of Corporate America’s upcoming rush to raise capital. As someone who’s worked and talked with Professor Litman face-to-face, I can personally vouch for him when it comes to discussing topics such as these. See you later at the event to know Professor Litman and his team’s latest strategic insight! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how a game developer celebrated the 10th year of one of its famous games? See it in next week’s article! |
