Tinder: Swipe Night

Tinder, the dating app, successfully engaged members of Gen Z by entering the entertainment space with an interactive series called “Swipe Night”.m“Swipe Night” was crafted by TV writers, and gave Tinder users the opportunity to make critical decisions in the midst of a potentially apocalyptic event.

Campaign details

Campaign: Swipe NightClient: TinderAgency: 72andSunnyCountry: US

Market background and context

For Gen Z, Tinder was a popular (but predictable) choice in the world of dating apps
  • Tinder, a dating app that launched in 2012, was transitioning from a brand that caters to millennials, but Gen Z still viewed it as a legacy player.
  • While many young people graduate into Tinder as a right of passage when they turn 18, the app lacked the shiny appeal of the newer players on the market.
  • Tinder invented the “swipe” as a way of matching...

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