Ford Figo to take lucky matches on Tinder out for an evening ride

A Tinder profile by the name 'New Figo' is inviting users to swipe right to win a date with the hot hatchback...

It's been a little over a month since V-Day, but there's still a lot of love left in the air. At least from car-maker, Ford.

Sample this: In an attempt to boost its brand visibility, Ford's Figo hatchback has entered into a collab with location-based dating platform, Tinder and how!

Ford has made a perfect match for millennials to win a date night with the "hot hatch".

Ahead of the March 15 India launch of its New Figo avatar, the brand created a profile with the name 'New Figo' on Tinder and has been inviting users to swipe right to win a date with the car (?).

The campaign has been conceptualised and executed by Global Team Blue (GTB), the global network dedicated to serving WPP's single largest client, Ford Motor Company.

Throwing some more light on the effort, an agency source shares, "To connect with the right audience with a play-smart mindset we collaborated with the world's most popular app for meeting new people - Tinder. Basis the mechanism of the app, we created Figo profiles. One has to simply swipe right to get matched with the New Figo. Lucky matches will be invited on a date in the new Figo to an event which will be held in New Delhi in the last leg of this month."

Rahul Gautam, vice president, marketing Ford India has this to say on the collab, "Our association with Tinder not only communicates what Figo stands for but also reaches the target audience in the most effective, fun and engaging manner."

There’s a match waiting to brew on Tinder. The new Ford Figo is the hottest hatch in town and if you're looking for the perfect match, now is the time is to get lucky. Swipe right to win a date with the new Ford Figo.#NewFordFigo #FordIndia pic.twitter.com/AihppPIxzP

— Ford India (@FordIndia) March 12, 2019

The selection of Figo as a fun-to-drive companion on the platform is just an attempt on the brand's part to trigger a conversation. The lucky users who match with the New Figo will then be invited for an all-expense-paid date-night post its India launch on March 15.

ALSO READ: Ford marketing exec steps down after Figo ad controversy

This is not the first time Tinder has entered such a co-branding campaign/collaboration. In 2016, TVF launched its first Qtiyapa, a 11-minute video called Eat, Pray... Swipe, in collaboration Tinder. TVF's subtle humour and viralability, of course, offered the latter just the right platform to talk to their TG.

In the same year, the restaurant search and discovery app, Zomato partnered with Tinder for a campaign around Valentine's Day.