Dating app hack uses puppy profiles to increase adoption rates
According to founder and CEO, Sean Rad, Tinder is doing 750 million swipes per day and over 10 million matches per day, with close to a billion total matches since its founding in 2012. In Twitter posts, Rad says the average user spends about 60 minutes per day on Tinder, and logs in around seven times. He also says the huge success rate of the dating app is all about the picture- specifically pictures that show your personality. In theory, if a picture is capable of making massive amounts of matches for dates, why couldn’t it work just as well for other kinds of matches… like matching you with the perfect pet?
The ASPCA says each year, 3.9 million dogs enter animal shelters. Like people searching for relationships on Tinder, these animals are searching for caregivers who will love and take care of them. To raise awareness, and ideally, make some matches, creative agency BBH NY‘s internship program, The Barn, teamed up with NYC based animal rescue orgainzation Social Tees to hijack Tinder. Profiles and photos were created for 10 adoptable dogs, with their age manipulated so that they would show up as matches for Tinder users. So far, over 1,500 matches have been made, but what would be even better is if these dogs could be adopted.
BBH hosts a project every year, and has won award for a few of them, but this is a project that truly is for a good cause. Unfortunately, some Tinder users have expressed outrage over the initiative via Twitter. Perhaps these users don’t know that of the 3.9 million dogs who enter shelters, only 1.4 million are adopted, with an additional 542,000 returned to their owners. 1.2 million dogs are euthanized, and the rest remain in shelters awaiting their forever homes. You don’t have to be in the market to adopt a pet to appreciate the ambition of the project. After all, if people can donate 750 million swipes per day to Tinder, surely we can share a little of our time to help BBH and Social Tees find these animals homes.