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While the sponsorships appear to be on the “down low,” they are a brilliant marketing strategy for dating apps, said Angeline Close Scheinbaum, an associate professor of advertising and public relations at UT.
In addition to recruiting new users, the parties generate company buzz when attendees don brightly colored merch and share snaps from the event, where the apps’ logos are plastered on signs and flags in the background.
Bumble and Tinder recruit campus ambassadors — college students who promote the app on social media and in real life — including by helping to organize a sponsored fraternity party.
“More than half of our users are between the ages of 18-25, so college students are one of our core demographics,” a Tinder spokesman said in an email.
He was the company's initial CEO until March 2015, when he was replaced by former e Bay and Microsoft executive Chris Payne.
Payne left the company, and Rad simultaneously returned as CEO, in August 2015.
“If it was sanctioned by the university, I’d like to know, but there’s a lot of sponsorship going on of events that as a parent, I’ll never know about,” Lopez Stuessy said.
AUSTIN — When the doors open at some University of Texas fraternity parties, young men and women need to hand over two items: a state-issued ID and their phone, with their Tinder University profile pulled up. ,” read a poster outside one party this spring, referring to a scannable QR code printed below a burnt-orange Longhorn.