In Brazil, where the hustle and bustle of daily life often takes precedence, finding meaningful ways to encourage cultural engagement and leisure activities can be a challenge. Recognizing the importance of promoting art appreciation and fostering connections within the community, B3 Brazilian Stock Exchange has launched a creative campaign in collaboration with the popular dating app Tinder. The initiative, aptly titled “Date at the museum,” aims to spark interest in visiting art institutions by leveraging the allure of online dating and cultural experiences.
At the heart of the campaign are two fictional characters, Kakah and Vicente, whose profiles on Tinder are inspired by renowned artists Frida Kahlo and Vincent Van Gogh, respectively. These curated profiles, infused with the distinctive aesthetics and personality traits of the iconic artists, serve as a unique and attention-grabbing way to engage Tinder users and promote museum visits.
Using the power of artificial intelligence, the profiles are meticulously crafted to capture the essence of Frida and Van Gogh, offering users a glimpse into their lives and artistic philosophies. From Frida’s bold and vibrant imagery to Van Gogh’s introspective musings, each profile is designed to pique curiosity and spark conversations among potential matches.
The campaign unfolds as Tinder users come across Kakah and Vicente’s profiles and swipe right, indicating interest in connecting with them. Upon receiving a match, users receive a personalized message inviting them to meet at a designated museum, such as the São Paulo Art Museum (MASP), São Paulo Pinacoteca, or the Museum of Image and Sound (MIS) in São Paulo city, or the Inhotim Institute in Minas Gerais. The message emphasizes the idea of a safe and culturally enriching date experience, highlighting the opportunity to engage in meaningful conversations while exploring art and heritage.
Central to the campaign is the promotion of free museum visits offered by B3 Brazilian Stock Exchange to various cultural centers across Brazil. By highlighting this benefit, the campaign not only encourages museum attendance but also underscores B3’s commitment to supporting cultural initiatives and community engagement.
In addition to leveraging the reach of Tinder, the campaign also harnesses the influence of social media influencers to amplify its message. Influencers selected for their relevance and resonance with the target audience share their “match” experiences with Vicente and Kakah on their respective platforms, further extending the campaign’s reach and impact.
The “Date at the museum” campaign represents a creative and innovative approach to promoting cultural engagement and fostering connections within the community. By combining elements of art, technology, and social interaction, B3 Brazilian Stock Exchange and Tinder have created a compelling narrative that encourages individuals to explore the rich cultural heritage of Brazil while forging meaningful connections with others.
As the campaign unfolds, it is expected to inspire greater interest in museum visits among Brazilians, contributing to the enrichment of cultural experiences and the promotion of art appreciation across the country. Through initiatives like “Date at the museum,” B3 Brazilian Stock Exchange continues to demonstrate its commitment to enhancing the quality of life and fostering a sense of community through cultural initiatives and partnerships.
