“In addition to our Tinder U product experience, which connects users with other students first, we operate a student marketing internship program that focuses on on-campus partnerships, creative marketing activations and social media management.
Through the program, we sometimes sponsor events with different social organizations on campus, which helps introduce — or reintroduce — our brand to new groups of people.” At UT, both apps had a large presence at this year’s Roundup, a highly anticipated weekend filled with parties and popular performers.
“If it was sanctioned by the university, I’d like to know, but there’s a lot of sponsorship going on of events that as a parent, I’ll never know about,” Lopez Stuessy said.
Students who have been to parties at Oklahoma University, Tulane University and Northwestern University confirmed the events were sponsored by the apps.
Still, a UT associate professor who wrote her doctoral thesis on the e-dating market had never heard of the sponsored parties until a reporter told her about them.
Tinder was launched in 2012 within startup incubator Hatch Labs, and both attended the University of Southern California and became online entrepreneurs at the same time.
Rad has said the impetus for Tinder's creation was his observation that "no matter who you are, you feel more comfortable approaching somebody if you know they want you to approach them." He believed a "double opt-in" system could be created to potentially alleviate the stress of meeting new people.