The recent implementation of branded content has already generated quite a bit of revenue for Snapchat. Now, another app is looking to clear out some advertising space of its own. Tinder, the dating app based around swiping left or right on a series of potential matches, has tested its first ever video ad.
The video ad in question features Bud Light‘s “Whatever, USA” promotion, which debuted last year and centers on a remote town where attendees drink light beer and party with musicians. With the new promotion, Tinder users above the age of 21 who swipe right on a Bud Light profile can win a chance to join the next “Whatever, USA” party, which will return to one of five finalist destinations in May.
A video from Bud Light’s YouTube channel offers a peek at the promotion the beer brand will run on Tinder:
Tinder and Bud Light reportedly spent six months working on the ads, and they are built with to include a simple set of controls. According to Adweek, users who encounter the Bud Light ads will be able to stop, rewind, and replay the video at will.
For Bud Light, a spot on Tinder represents a chance to reach a good portion of the company’s target drinker. “There’s a lot of synergies between the Tinder audience and the audience we’re looking for,” said Hugh Cullman, director of marketing for Bud Light.
As for Tinder, this is still just an experiment. “Depending on how this goes, users might see more of this, but it’s going to be a long time until this is a consistent part of your experience,” said Sean Rad, the app’s president.