We came up with “Bartinder”, a mobile guerrilla stunt using Tinder, the most popular dating app of the year. The whole campaign was built around the standard features of the app which we used to raise awareness and generate traffic to the Primus pubs.

We asked some lovely girls to flirt on Tinder by creating their own profiles. Our girls suggested a better way to pick up a girl in their latest profile picture: “A dating app? Come on! Just grow some balls and chat up a girl at the bar instead.” We gave them an extra push by using a Tinder “moment” to invite them to a Primus bar within 24 hours, two free beers included, one for them and one for a girl.

Within two days, thousands of guys had come across our message and linked up with our girls. Some of our profiles had up to 3.000 matches on 1 day.

We send out 5 “Tinder moments” to drink 2 free beers in a selected Primus bar within 24 hours, a Primus for the guy and one for the girl. This resulted in lots of happy couples having the night of their lives.

In the meantime, the Primus motto is getting better known and guys are loving it.

Lots of PR: The action was internationally picked up by different media.