Following the closure of CLEO magazine last year, Cosmo has taken over the reins of the annual Bachelor of the Year competition. Now entering its 30th year, the event will be turning social, having announced a partnership with Tinder. The social media platform will be the principal partner for the competition, with the nomination process to be run exclusively through the dating app.
Between the dates of August 28 to October 5, bachelors are invited to put themselves forward for the competition by adding #TinderForCosmoBachelorOfTheYear to their Tinder profiles. Tinder users will be then granted the power to nominate potential candidates by swiping right. The 300 nominees with the highest right swipes will be presented to the judging panel.
The partnership will involve a five-month integrated campaign that will see Tinder guiding male and female subscribers alike through the nomination and voting process, with the partnership advertised across a host of Cosmo platforms including print, digital, social and events. As per usual, the competition’s winner will be announced at the Cosmopolitan Tinder Bachelor of the Year Party in February 2017.
