When it comes to ad placements, Tinder is quite the odd choice, but the highly grossing mobile game "Fallout Shelter" took the chance on the dating app. Will it work to their advantage?
Forbes reports that the makers of the game, Bethesda, has started on the #DateADweller Campaign for "Fallout Shelter." The game's profile on Tinder is represented by Vault Boy aged 25 whose bio states, "Build a brighter future... underground! Swipe right to be selected Vault-Tec overseer and create the perfect underground community." If the user swipes right on Vault Boy's card, they will be automatically directed to the download page of the simulation mobile game.
The character also has a female counterpart aptly named Vault Girl. See more of the characters on "Fallout Shelter's" official Twitter page. The sci-fi film "Ex Machina" also had a similar execution using the main character Ava posing as a real person.
Meanwhile, Bethesda reportedly found gold on "Fallout Shelter" as the makers didn't intend for the game to become such a massive hit. Gamespot reports that the app was able to rake in a pretty sum of $5.1 million on its first two weeks alone. Bethesda also mentioned that it didn't design the game to make money, so this is a sweet surprise for the 1986-founded company.
What will the outcome be with this bold execution? Users fear that it might actually result to a decline of users on the dating app if more advertisers decide to use it as a new medium. Only a number of advertisers have used the app like Bud Light and Gap.
"Fallout Shelter" is available for free on iOS and Android.
