The Australian youth fashion chain is using Tinder as an advertising platform for a Valentine’s Day promotion.
Tinder users are sent a push notification that asks them to “get in my pants”, reports AdNews.
General Pants is said to be using the cheeky tactic to drive traffic to its bricks and mortar stores.
Its store visitors are given a 20 per cent discount if they show their Tinder profile to retail staff.
Sydney bar and restaurant, The Bucketlist, is also teaming up with Tinder for Valentine’s Day.
Bucketlist patrons are given a free champagne on Valetine’s Day if they show their Tinder app at the door.
Melbourne bar Baroq House is also giving patrons free drinks on the annual romantic holiday.
Bar-hoppers only need show that they’ve downloaded the dating app to receive a free ‘Tinderlicious’ cocktail.
Tinder was founded in the US in late 2012 as a dating app for under 35 year old heterosexuals.
It works by giving users a glimpse at another person’s profile before asking them to say yay or nay via a touchscreen ‘swipe’.
It cracked the Australian market in mid 2013 and receives 600 million ‘swipes’ a day globally.
Unlike traditional social media platforms such as Facebook or Twitter, the app doesn’t currently have space for traditional advertising.
This may soon change, however, with its Los Angeles-based founders attempting to monetise the fast growing app.
General Pants is the first big name Australian retailer that’s aligned itself with the addictive dating app.