It's a Match! Adult Beverages & Dating Apps

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This month we saw the convergence of technology, cocktails and social interactions. No, I’m not talking about the headline-grabbing opening of The Tipsy Robot in Las Vegas. While the bar, which boasts of being “the most high-tech bar in the world,” is certainly impressive, I’m talking about something restaurant and bar guests across the United States could enjoy.

(In)Famous social search app Tinder, super-premium small-batch vodka brand Three Olives, and cash-back app iBotta teamed up this month. As part of the Three Olives “Find Otherness” campaign, this Tinder-exclusive promotion offered a unique date-night idea.

Execution was simple enough and seamlessly brought together each brand involved in the promotion. First, Tinder users of legal drinking age in the US swiped right on a branded profile card. This activated a rebate good for $2 off a Three Olives Vodka cocktail during matched Tinder users’ first dates. The rebate was redeemable via the iBotta app at any venue with Three Olives on the menu.

The promotion aimed to do more than just raise awareness for two new summertime Three Olives flavors, Fresh Watermelon and Cucumber Line. To be sure, that was a key element of the campaign. However, all three brands achieved much more than that. As Peter Foster, general manager of advertising and brand solutions at Match Group explained, the partnership showed “how dating platforms like Tinder can seamlessly collaborate with adult beverage brands to build awareness and engage the desirable singles audience.”

Perhaps most importantly, however, this promotion has made adult beverage brands and restaurant and bar operators aware of some exceedingly valuable data regarding singles. According to the research that prompted the creation and implementation of the Three Olives promotion, 92% of singles consume beverage alcohol on a first date. A connection made over those shared drinks leads to a 137% increase in second dates.

It’s clear that this promotion is an excellent concept for consumers, adult beverage brands and venue operators alike. As stated above, this particular promotion comes to an end today. I encourage operators to make their interest in future promotions known to Tinder, other dating apps and sites, and iBotta in order to leverage the single consumers out there. Your restaurant or bar may become the date-night and anniversary hot spot for happy, loyal guests.

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