Jakarta. App-based ride-hailing service Grab Indonesia and online dating application Tinder are teaming up for a region-wide marketing campaign in a bid to attract more users by offering passengers rides with local stars.
The campaign, called "Share Your Ride and Meet Your Match," will allow users of Grab's car-pooling service to share rides with social media celebrities, including model Nina Kozok, actress Erica Putri and YouTube star Shandy Koo.
"Grab is a company that provides more than just a trip, it hopes to create memorable experiences for its passengers," Grab's vice president of marketing Cheryl Goh said on Tuesday (11/04).
The campaign will be held from April 11-15 at Grand Indonesia shopping mall in Central Jakarta, from 9 a.m. to 5 p.m. Users are instructed to enter "GRABIDTINDER" code into the ride-hailing application to secure a chance to take a trip with one of the famous personalities.
Grab is also offering Rp 500,000 ($38) vouchers for passengers who participate in trivia games during their ride.
"We want to provide a chance for our users to interact with their favorite social media celebrities, but still arrive at their destinations on time," David Wyler said, vice president of global partnerships at Tinder.
"That's why Grab is the right partner for us to make this happen," he said.
Grab launched a similar campaign in February, where customers had a chance to win a ride and have a dinner with other local celebrities.
Despite the setback, Grab Indonesia said it will invest an additional $700 million in the country over the next four years in a bid to expand operations.
Similar Grab-Tinder campaigns were held in Malaysia, Singapore and the Philippines last month.
The Jakarta Globe and Grab are affiliated with the Lippo Group.