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People's Sexiest Man Alive gets Tinder edition targeting millennials

Time Inc.?s People is partnering with Tinder to bring its classic Sexiest Man Alive issue to millennials in campaign which taps into user generated content, emojis and the popular dating application. 

The iconic issue is known to boast well with older women and is looking to continue the frenzy surrounding the list by targeting younger demographics. The magazine is leveraging Tinder and emojis to tap into the pull that mobile has with these consumers, continuing the success of the popular list. 

?2015 marks a pop culture milestone, so it is only fitting that we should take a look back at the evolution of this incredible franchise and celebrate on all platforms," said Jess Cagle, editorial director of people and entertainment weekly. 

The People?s Tinder
Popular Tinder users will receive celebrity status this year, with People?s campaign spreading to the app in which members will be featured as a part of the Sexiest Man Alive list. The prevalent dating app allows consumers to match up with fellow users by swiping right if they are interested and left if not. 


People?s partnership with Tinder generated a separate Sexiest Man Alive list specifically for popular male users on the app. A team made of Tinder employees looked into the most swiped-right users to determine the 50 sexiest users based on state. 

Individuals chosen to be a part of the campaign will be given a badge on November 18 in which they can add to their profiles on the app to signify they have been chosen for the list. 

The magazine brand also partnered with another mobile app, Bitmoji to allow users to create their own versions of themselves as Sexiest Man Alive in emoji form. Consumers can create images within the app on their smartphones with avatars modeling a typical Sexiest Man Alive pose, along with People?s logo on the top, as if the emoji scene is the cover of the magazine. 

An online survey was also released in which users filled out questions to determine what is sexy and was mobile optimized as well. People will release the results to show readers what is sexy with consumers in 2015. 
A Madam Tussauds will also be launching an exhibit of past Sexiest Man of the Year winners from People?s previous issues showcasing celebrities who have won twice such as Brad Pitt, Johnny Depp and George Clooney. 

Millennial acquisitions 
Time Inc. also acquired the digital media brand HelloGiggles, which is deeply integrated with social media and mobile traffic, bringing the publication further into video and television (see more). 

Also, the digital publication company acquired of FanSided, a sports, entertainment and lifestyle digital content network of more than 300 Web sites with 15 million unique visitors per month consolidates the media company?s two-year-old partnership with the network ahead of the personalization and customization of the traditional media company's Sports Illustrated magazine (see more). 

?It is hard to believe that it has been 30 years since Mel Gibson was first bestowed the coveted title of Sexiest Man Alive,? Ms. Cagle said. 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer