Client: Match Group
Title: Swipe Night
Country: United States
Date Of Campaign: 10/6/19
Background: Tinder, the pioneer of dating apps, launched in 2012 as a modern alternative to existing overly-complex desktop options. Through its revolutionary mobile-first UX and introduction of the now universally recognized swipe, it quickly became the leading platform for young people to connect. But after seven years, Tinder was facing steep competition from other dating apps and user fatigue, particularly among 18-25 year olds. For digitally native Gen Z, swiping on Tinder amounted to a mindless pastime, not an engaging way to meet and connect with other young people. While we contemplated creating a traditional marketing campaign to shift perceptions, we realized that the most powerful tool for resetting their relationship with Tinder was Tinder itself. Our goal was to give Gen Z singles a more meaningful way to match, while breathing new energy and cultural relevance into the Tinder brand.
Idea: Swipe Night is a first-of-its-kind interactive miniseries inside the Tinder app where you make a series of choices that drive the story forward and impact who you can match with. Your phone is a portal into an apocalyptic adventure where you are the protagonist, and must decide what to do with three hours left until the end of the world. The choices are the key to the experience. They’re fun on the surface, but reveal more to your personality, i.e., would you save a puppy or a person. After the experience, your choices are displayed on your profile, giving you and your matches plenty of icebreakers.Swipe Night married interactive mobile content with the foremost dating app. It increases compatibility, conversation, and connection, while keeping things exciting. By reimagining its revolutionary mobile mechanism - the swipe - to create content for connection, Tinder has pushed the online dating world forward.
Results: Swipe Night created a cultural moment that disrupted the norms of dating, entertainment and beyond, reclaiming Tinder’s throne as the dating-app innovator. Millions tuned in. - More viewers than the entire 2018/2019 seasons of some of TV’s most popular shows, including Saturday Night Live and The Bachelorette - The premiere had 4x the viewership of the pilot episode of HBO’s Gen Z hit EuphoriaIt enhanced their Tinder experience. - 26% increase in matches over a typical Sunday night - 12% increase in messages among matches in the USCulture took notice in a big way. - 4 billion earned impressions - 1640% spike in Twitter mentions of Tinder upon release - Dubbed everything from “Product? Experience? TV Show?” to “The Future of Dating” reinforcing its first-of-its-kind and hard-to-classify nature - Named “one of the most innovative video companies of 2020” by Fast CompanySwipe Night will launch internationally and a second season is in development