"Ex Machina"/Tinder via AdWeek

It was truly only a matter of time before the hook-up social app Tinder found a way to intersect with branches of media. Earlier this year, radio conglomerate iHeartRadio joined forces with the platform for a contest offering to fly a pair of lucky users to Las Vegas for a romantic Valentine's Day getaway to see OneRepublic and John Legend. And apparently the app is taking its promotional reach to new heights, testing out a new tactic at SXSW Interactive.

The latest collaboration kinda angered and confused users. Apparently a number of men found themselves swiping right on 25-year-old user "Ava" while at attending the festival/conference. When matched, the account would ask questions like "Have you ever been in love?" and "What makes you human?"

After some back and forth "Ava" would say, "You are clever. You've passed my test," and offer up a link to her Instagram account—which turned out to be a series of promotional materials for the upcoming sci-fi flick Ex Machina. "Ava," it was revealed, was Swedish actress Alicia Vikander, who plays a robot in the film. She's a bot in and off screen! 

AdWeek interacted with the account and published a story here. Meanwhile we have to wonder how the music portion of the fest will use Tinder...we'll find out live on the ground in a few days!