Tinder: Swipe night

Tinder, a dating app, launched Swipe Night, an interactive, in-app miniseries to drive matches in the US.

Objectives

While Tinder had been a household name for years, its cultural clout was being challenged by rising competitors like Bumble and Hinge. Tinder needed a cultural splash to reaffirm its spot as the premier dating app.

At the same time, Tinder was facing user fatigue, particularly among Gen Z. Users were browsing through profiles mindlessly, just to pass the time and had no real intention of connecting with other people.

Thus, our objectives were as follows:

1) Create cultural momentum for the brand

  • Spark excitement: measured by total earned media impressions
  • Increase social conversation: measured by related social activity...

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