For Valentine’s day, French Top 14 rugby side FC Grenoble Rugby launched an original digital activation using social dating platform Tinder.
During the week before Valentine’s Day, fans were encouraged to match Buky, the club’s official mascot, on the dating platform to get tickets for the clash against Racing Métro 92 which will be played this coming weekend.
The initiative marks the first time that a French sports club has used a platform like Tinder to reach out to fans with 10 lucky fans all matching Buky and winning tickets to the Grenoble clash.
The club’s Community Manager Olivier Spaeth said he wanted to develop the club’s image and its reputation for this original activation.
“Tinder is a new platform and not used by clubs as well as brands. This app allows us to reach a new target which is difficult to reach via others mainstream social platforms,” he said.
“150 matches has been saved on mascot’s Tinder profile. The activation was promoted mostly on Facebook and all posts have impacted more than 15 000 users. Basically, this operation sounds really good for us because we got a cool and fun image reaching new social users.”
While it’s the first sports club to use Tinder to reach out to its fans, it’s not the first sports team to use a dating platform. Getafe in Spain’s La Liga football competition, launched their own dating app, Getafinder which all fans with the app can use in and around the stadium in order to meet someone.
The update is a very interesting precedent for football clubs considering most are all endeavouring to reach out to sports fans in new and innovative ways.