This week, popular dating app Tinder, launched a new service called Tinder Plus — a paid upgrade that lets gives users two new features, Rewind and Passport. These two new supertools give users the ability to “undo” left-swipes (if you, say, accidentally indicate you're not interested), and connect with users in different locations than you, respectively.
So now, online singles can check each other out globally, as well as locally.
Tinder is still free in general, but if you’re between 18-29, it’ll be $9.99 USD for unlimited right-swipes. Born after 1985? Get ready to shell out $19.99 USD, for the exact same thing. In Canada, of course, that's adjusted for the exchange rate.
Tinder rep Rosette Pambakian explained the reasoning behind the price difference to HuffPost U.S.: “We’ve priced Tinder Plus based on a combination of factors, including what we’ve learned through our testing, and we’ve found that these price points were adopted very well by certain age demographics ... [During] our testing we’ve learned, not surprisingly, that younger users are just as excited about TinderPlus, but are more budget constrained, and need a lower price to pull the trigger.”
Online, however, many people have pointing out the ageist philosophy behind this marketing plan, and as Ellie Krupnick wrote in Mic.com, "[Tinder] just went and marginalized the older audience who might be willing to embrace it the most."
As shown in the video above, to promote the benefits of the new paid service, Tinder hired MagnaCarta.tv to create a 90-second TV spot, Adweek reports. So what does that look like? Oh, just a woman’s fast-paced reminiscence of a vacation fuelled mainly by Tinder matches — a sort of modern-day “sailor in every port,” if you will.
Check out the ad above, and let us know -- how do you feel about this potentially ageist pricing system?
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