Tinder just swiped left on Gap’s plan to use its dating app as a new means for promoting the brand.
In a story posted on AdWeek Wednesday, the apparel retailer said that it intended to run provocative phrases such as “you’re invited to the pants party” on the platform, in what it called a form of guerrilla marketing.
“We did a little something special on Tinder,” the Gap’s Tricia Nichols told the publication. “You’ll see a profile with clever messaging in the spirit of love and the perfect match. It’s the perfect fit for Tinder.”