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The frats provide access to thousands of potential new users — a trend that has gone unnoticed by parents.
“I think parents would want to know this,” said Joell Mc New, president of Safehorns, a safety advocacy nonprofit comprised of UT parents, students and community members. We’re still parents, regardless of how old you are.” Mc New said she has concerns about the safety of online dating, which encourages meet ups with strangers.
Related: Bumble founder Whitney Wolfe Herd celebrates 30th birthday amid company rumors It’s unclear how prevalent the dating-app fraternity sponsorships are, even in Texas.
Tinder and Bumble declined to specify the scope of their campus involvement, though both said their apps have college marketing events across the country.
AUSTIN — When the doors open at some University of Texas fraternity parties, young men and women need to hand over two items: a state-issued ID and their phone, with their Tinder University profile pulled up. ,” read a poster outside one party this spring, referring to a scannable QR code printed below a burnt-orange Longhorn.
If the students do not have a Tinder U profile, they are asked to create one, even if it means downloading the app for the first time — and even if they are in a steady relationship. “Must: be within five miles of campus, be ages 18-22, have an existing Tinder profile, have UT Austin in your profile.” As they race to sign up young adults who present their biggest growth opportunity, Tinder and Austin-based Bumble have stepped up their game on college campuses across the nation.
Related: Study links infidelity among college couples to Tinder use A fraternity member with knowledge of the sponsored parties, who spoke on the condition of anonymity because he did not want to jeopardize his fraternity’s relationship with the company, called the partnerships “mutually beneficial.” He said the terms of the contract guarantee the frat a certain amount of money, with the opportunity to earn additional money based on the number of students who download the app at ticket pickup.
Beyond appealing to their target audience, the sponsorships are successful because they are not school-sanctioned and do not occur on campus, Close Scheinbaum said.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.On both Bumble and Tinder, millions of users swipe left or right to indicate interest in the profiles of nearby people.If two users swipe right on each other, they “match” and can start a conversation.