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Fraternities are deciding whether they’re a Bumble house or a Tinder house, and signing exclusive contracts.The dating apps provide money to cover production costs for parties, branded signage and swag.While the sponsorships appear to be on the “down low,” they are a brilliant marketing strategy for dating apps, said Angeline Close Scheinbaum, an associate professor of advertising and public relations at UT.In addition to recruiting new users, the parties generate company buzz when attendees don brightly colored merch and share snaps from the event, where the apps’ logos are plastered on signs and flags in the background.There entails a mature story of this chill glamour, but we're going with the cleaner one.Proper site will join asked for you to put up next.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.
“It’s one thing if the party is sponsored by these companies, but once they start forcing somebody to participate in their company in some way, I have a problem with that, because I don’t think that should be necessary to enjoy the event,” 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.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.
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