After Tinder “gave bots the boot” with its first full-scale Canadian campaign promoting its Face Check software, the dating app is releasing a six-track EP – called Bot Ballads, inspired by iconic break-up songs – across social media.
The album drop follows the launch of Tinder Face Check, an industry-first solution that requires active users to complete a video selfie to confirm they’re real, live humans – not bots or imposters. The feature compares the video to the user’s profile photos to help stop fake accounts and prevent people from using someone else’s pics. If it matches, the user will automatically get a Photo Verified badge, making it easier for others to trust that users are who they say they are.
Vayner Media was the media agency for phase one and two of the campaign, while Gut Toronto led creative for both spots.
Tinder launched the first integrated campaign in June with a guerrilla-style PR stunt that included viral robot sightings. In that work, the company staged dates between Canadians and bots across Toronto to generate strong organic traction. The campaign was then amplified by local influencers on Instagram and TikTok for ad spots on YouTube.
The creative for the second campaign, which was released this month, plays with the idea that the only recourse for these rejected bots is to sing 1980s power ballads, sad-sultry ’90s R&B, Gen Z pop punk and screamo. The song titles include “Didn’t Know I had a Heart Until You Broke It,” “Love Bytes” and “Left My Love Buffering.”
“In order to connect with our users, we focused first and foremost on creating emotional and compelling content, and placing it where we can capture their attention (e.g. SnapChat, YouTube, Instagram, TikTok, Spotify, Reddit),” Stephanie Danzi, Tinder’s SVP of global marketing, tells MiC. “We believe that having multiple digital touchpoints, with varied content formats that appeal to our audience, is a must for breaking through the clutter.”
Tinder also avoided “a one-and-done launch,” Danzi says, adding that the app launched the second campaign to “drive awareness, spark conversation and keep people engaged throughout.”
“This kind of storytelling helps us do that in a way that feels authentic and lasting,” she says. “The KPI here isn’t just about impressions or installs, it’s about building trust, showing we’re listening and giving users confidence that the people they’re matching with are real.”
Danzi adds that Tinder is “not new to using a story arc” in its campaigns, citing as a previous example “The Game Game,” where the app partnered with Twitch streamers to roll it out like a real game launch, in phases. “That approach worked well because it kept people engaged over time and showed us that Tinder users enjoy campaigns that feel playful, immersive and connected to the culture they’re already part of.”
For the latest effort, Danzi says the main goal was to show Tinder’s commitment to the Canadian market. “We’ve learned that localized campaigns really resonate – users want to see themselves reflected in the story. So instead of copy-pasting what we’ve done elsewhere, we focused on making this feel distinctly Canadian – from the cast and crew to the influencers and media we partnered with,” she adds.
The campaign includes an exclusive promo code hidden in the lyrics of each track for a free week of Tinder Gold. Tinder Face Check is now live in Canada (excluding Quebec).
