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Giant Matchsticks Turn Out To Be Viral Marketing For Tinder

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Turns out those giant matchsticks popping up all over L.A. were part of a big viral marketing campaign because nothing can be fun, weird and interesting anymore without a little branding.

The big reveal came today when an oversized matchbox with a dozen more giant matchsticks was left on Venice Beach with the Tinder logo and the hashtag "#tindermoments." Tinder's campaign, which left giant matches marked with "#moments" throughout the L.A. area, was all in the service of the dating app's new 'Moments' feature, according to NBC Los Angeles. This feature allows users to share photos that expire after 24 hours with their matches.

The project was in collaboration with the artist Manny Castro, who has previously received attention for works including hanging thousands of ruby slippers from power lines across Los Angeles and painting "TASTES LIKE HATE" on the side of a Torrance Chik-fil-A.