SXSW INTERACTIVE 2015
While we’re on the subject of humanity and technology,
one of the most buzzed about campaigns launched
during SXSW Interactive was the one seeded on Tinder
for forthcoming sci-fi film Ex Machina, which explores
artificial intelligence. In lieu of unveiling the movie at the
film portion of SXSW, marketers created a fake digital
avatar of the lead character Ava, played by Swedish
actress Alicia Vikander, which was fully interactive.
In conversations with Ava, responses slowly revealed
aspects of the film plot. She asked Tinder users what it
felt like to be human. Eventually, users were led to an
advert for the movie. The campaign stands out not only
as a clever blurring of the lines between fact and fiction
— echoing similar techniques in the marketing of movies
like 2012’s sci-fi outing Prometheus, which even had a
fake future TED Talk created and released on YouTube.
It also is an innovative use of Tinder, a dating sight, as a
marketing platform. More of this to come?
TINDER — THE NEW