We created some outlandish dating profiles, each expressing serious interest in threesomes. Using Tinder's age and geo-based targeting, we targeted 18-22 year olds at 40 campuses during university Orientation Week. When the students scoured Tinder for hook-ups, they would eventually be matched with the playful personas we created, which were completely different from anything else on the platform. The unique and intriguing nature of the profiles caused users to ‘swipe right’ and from there they received a coy greeting, a little steamy banter, and link to a video featuring our profile character enjoying a threesome…of sweet creamy coffee.

We connected one-on-one with over 300 Millennials on Tinder. This may not seem significant, but with no media budget this was actually double our goal. Further, almost 100% of the matches watched at least one of our campaign videos. And more importantly, this means that over 300 people genuinely considered the brand on some romantic level. Beyond the numbers, we actually succeeded in entertaining a sceptical demographic to the point where they sent the brand direct messages praising the stunt, in addition to handful of photos. One that was definitely not safe for award show submissions. Hot stuff.