Tinder has teamed up with rapper Coi Leray to promote its Tinder Matchmaker, a new feature that lets friends and family asynchronously access Tinder to recommend profiles for a user.
The spot features Leray crowned the Matchmaking Monarch of Tinder Court, where she illustrates the power of the “friend test”. Her besties get to ask questions to the queen’s suitors, helping her thus get the best decision when it comes to choosing her partner.
“Invite friends to find your next date with the new Tinder Matchmaker,” the voiceover says at the end of the commercial, which features Coy Leray’s single “Players”.
“Handing your phone over to the friend group was the original vibe check. Obviously you want your friends to like whoever you’re crushing on, and Tinder Matchmaker is a fun way to get the bestie seal of approval even before the match.” said Coi Leray.
Tinder Matchmaker is a feature that allows users to start a matchmaking session from a profile card or within app settings. They can share a unique link with up to 15 friends within 24 hours. Matchmakers can log in to Tinder or continue as a guest after verifying their age and agreeing to Tinder’s terms. They have 24 hours to recommend profiles for the Tinder user, but they can’t chat or send messages on the user’s behalf. After the session expires, Tinder users can review the recommended profiles, which will be marked as “recommendations.” The user still has the final say on who to Like, but they’ll know which profiles their friends are supporting.