Tinder brought in Owen Thiele to promo new Group Hangouts. Gen Z is tired of swiping for dates and getting none, so Tinder is introducing a way to just build a friend group. (And who knows where that could lead!) To promote it, they brought in influencer, podcaster, and Adults actor Owen Thiele, particularly because he recently went viral for making a spontaneous friend group. After an emergency flight landing, he made the best of it by going for drinks and dinner with a group of commiserating passengers—obviously documenting live on social. And while the ad doesn’t mirror this exactly, it focuses on another Gen Z favorite group activity: birdwatching. Though it is a scripted mockumentary, the brand says their latest approach to creator marketing is letting them improvise and be themselves in order to get Gen Z’s attention on social media. (The Creator Brief by Ad Age)
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