Vanity Fair's Nancy Jo Sales angered Tinder after following up on her article ‘Tinder and the Dawn of the Dating Apocalypse’ with survey results suggesting 30 per cent of Tinder users are married.
Tinder did not take kindly to this, issuing strong rebuttals over a total of 31 tweets.
The tweets kept on coming.
Our data tells us that the vast majority of Tinder users are looking for meaningful connections.— Tinder (@Tinder) August 11, 2015
So we are going to keep focusing on bringing people together. That’s why we’re here. That is why all of us at Tinder work so hard.— Tinder (@Tinder) August 11, 2015
Talk to our many users in China and North Korea who find a way to meet people on Tinder even though Facebook is banned.— Tinder (@Tinder) August 11, 2015
If you want to try to tear us down with one-sided journalism, well, that’s your prerogative.— Tinder (@Tinder) August 11, 2015
The firm has since admitted "we overreacted", telling Wired that it was "saddened to see that the article didn’t touch upon the positive experiences that the majority of our users encounter daily" – although it had not responded to a request for comment from PRWeek before this story was published.
However, by now the firm had already attracted the Twittersphere's attention, with some pointing out that it had scored an own-goal by drawing attention to Sales' piece, and other teasing the company. It has also been suggested the series of tweets may have been pre-planned.
Thank you to the @tinder social media folks for getting me to read a story I would have otherwise ignored.— Dan Primack (@danprimack) August 12, 2015
Aw, poor @Tinder, unable to handle rejection over the Internet from a stranger and hey wait a minute that sounds familiar— Samantha Escobar (@myhairisblue) August 12, 2015