In a mobile stunt called Bartinder, Belgian beer company Primus is engaging their target male consumer through the very app it’s discouraging them from using.
The brand, which boasts the motto, “Headstrong By Nature,” has proudly elevated its support of abandoning trends to a new level. After creating female profiles on the popular dating app Tinder, the brand is surprising unsuspecting users with a rebellious message. Men who find their “match” are encouraged to ditch the app and instead, get to know women in-person. To make the deal even sweeter, Primus offers up two free beers—one for the user and one for his new “match”—to men who follow the brand’s advice and head to a nearby bar. With incentives including free beer and good company, Primus is not only engaging consumers across new social platforms, but is doing so at a low cost and in real-time.