An Ad Week volunteer had a short exchange with "Ava," after which she said, "You are clever. You've passed my test," and provided a link to her Instagram account. However, that account only included one photo and one video, both promoting the sci-fi film Ex Machina, which debuted this weekend at SXSW. "Ava" turned out to be the Swedish actress Alicia Vikander, who plays a robot on the film.
Other entertainment figures have used Tinder for promotion before - including Mindy Kaling and The Mindy Project, which teased the TV show with main characters' profiles - but the interactive element of Ex Machina's approach makes it unique. Read Ad Week's full exchange with "Ava" here, which left the participant a bit disappointed; the experience "toyed with my emotions so hard," said the jilted Tinder romeo.