The power of social network has enabled different brands to become more known in all corners of the world, the biggest brands have used Facebook, Twitter and Instagram as a platform to connect to their worldwide consumers. Now, fashion brand, Diesel, is taking it a step further by using the famous dating app, Tinder. This is the first time Tinder has become an advertisement platform for a fashion brand.
The Diesel fall/winter 2015 campaign, which is dubbed as "Decoded by Diesel" marks the first time the app was used for a fashion campaign. The customized advertorial was a partnership between Diesel and Spring Studios. Together the two companies created 15-second video ads with the models portraying as possible matches for the users of the dating app.
According to Nicola Formichetti, Diesel's artistic director, "The newest [Diesel] campaign is all about communicating and making a very personal connection with one another." He also told Mashable, that tinder is a global app which enables people to discover each other. Formichetti formally joined Diesel as its artistic director back in 2013 and has made it his responsibility to be more digitally progressive with the brand.
He was the brain behind the initiative #dieselreboot, which catapulted the brand into the social media game, as well as hiring models from the famous blog site Tumblr. The Diesel artistic director takes advantage of the power of social media to connect with everyone around the globe.
Diesel is not the first brand to use Tinder as an advertising platform. Companies such as Bud Lite and Gilette have used the app as a way to connect to consumer. Even television shows like Fox's The Mindy Project had custom advertorials for tinder. It also has rolled out exclusive releases of music videos and songs by numerous artists.
