Hyundai Canada is turning to a dating app to find matches for its new four-door hatchback Ioniq eco-vehicle.
The automaker has partnered with Tinder, one of the world's most popular dating apps, which boasts 20 billion matches to date. Hyundai calls it “a first-of-its kind automotive media buy.” If anything, it’s certainly unique.
Between Sept. 11 and March 18, contestants can "swipe right" on the Tinder app when they see the Hyundai-promoted profile for their chance to win $200 and a night out on the town with either Jasmine Lorimer or Joey Scarpellino, a pair of Canadian celebrities. The winners will also be chauffeured about town in a new Ioniq.
Lorimer is a reality TV star while Scarpellino is a French TV star from Quebec.
The contest is just one part of a massive new Hyundai Ultimate Date ad campaign that compares buying a new car with today’s dating scene.
Hyundai commissioned a study by Maru/Matchbox to examine how men and women pick partners and new vehicles.
Some of the findings include:
- 46 per cent of women look for appearance in their partner
- 57 per cent of women look for appearance in their vehicle
- 57 per cent of men look for appearance in their partner
- 45 per cent of women look for appearance in their vehicle
- 77 per cent of women look for reliability in a potential partner
- 87 per cent of women look for reliability in a car
- 66 per cent of men look for reliability in a potential partner
- 80 per cent of men look for reliability in a car
- 80 per cent of women look for compatible lifestyles with a partner
- 35 per cent of women look for compatibility in a car
- 69 per cent of men look for compatible lifestyles with a partner
- 29 per cent of me look for compatibility in a car
The campaign arrives as Hyundai continues to make all three versions of its new Ioniq more widely available in Canada.
The vehicle is available with either an all-electric, hybrid or plug-in hybrid powertrain.
However, while the automaker claims all three versions are available nationwide, only dealers equipped with charging stations can sell the all-electric and plug-in hybrid versions. So far, those dealers are in British Columbia, Ontario and Quebec, the trio of provinces that offer purchase incentives on green vehicles. A Hyundai Canada spokesman said one dealer in Alberta is equipped with a charger and another is slated to be installed in Manitoba.
The plug-in hybrid has not yet arrived in Canada but is on the way.