Clever Marketing – Smart vs. Unsavory

Clever marketing can sometimes push boundaries – that is what makes it memorable and the most likely to see a return. How far is too far? When is the line between smart and unsavory marketing crossed? Tinder recently ran an advertisement through its site that promoted an upcoming movie, initially unbeknownst to participants. The clever part about it is that Tinder (a dating app) sets users up with a woman who turns out to really be the actress from the film promoting the movie (not an actual Tinder user). In the movie she plays an artificial intelligence, so those duped on Tinder experience their own version of AI interaction, in a sense.

Nobody doubts the ingenious way that it ties into the movie – but it is also a fairly intrusive means of marketing (and disappointing for all those who thought they’d found a good match!) What do you think?