Beyond The Swipe
Tinder Experiential Campaign
At a glance:
The Ask: Create an experiential campaign for Tinder that connects the brand to their consumers and encourage them to go beyond the swipe.
The Insight: The perceived comfort of the digital space makes moving beyond it feel unsettling.
Our Objective: Change consumers’ perception of Tinder from a hook-up app to a safe space to find a real connection with a real partner
Our Strategy: To provide a safe space for meaningful connections that will break the barriers between the digital and real world.
Some context to start:
What's the deal with online dating now?
Online dating is relatively new. Match.com pioneered the space with the first dating website in 1995, and Tinder drastically changed the dating landscape with the introduction of the swiping match system.
What has been working with online dating?
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Couples who met online are just as satisfied with their relationships as those who met offline, if not the highest levels of satisfactions
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Dating apps more likely to connect couples with different educational and geographical backgrounds
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For people who have a hard time finding partners in their day-to-day, face-to-face life, the larger subset of potential partners online is a big advantage for them
...and what has not been working?
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The gamification of online dating can make it addictive and interfere with trying to make connections in real life
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Anecdotal evidence has also led us to believe that this new way of dating has led to a rise in casual “hookup culture”
Tinder has already been taking steps towards combatting these perceptions of being a "hook-up app" with the launch of its campaign It Starts With a Swipe.
A look at some of the advertisements part of Tinder's "It Starts With a Swipe" campaign.
But more often than not....
it also ends with a swipe.
We want Tinder users to not only start with a swipe, but go beyond the swipe.
Our users are 18-35 year old Soulmate Seekers. They are digital natives who don't know or barely know of a world without the Internet. They expect partnership to be a complement to oneself and want frank communication and clear boundaries. They want in-person connection, but often are too scared to take the leap.
Insight:
The perceived comfort of the digital space makes moving beyond it feel unsettling.
Strategy:
Provide a safe space for meaningful connections that will break the barriers between the digital and real world.
✨Presenting....
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What is it?
Tinder BTS is a bi-annual month-long pop-up event that brings the first date to life. Taking over large warehouses in big metropolitan cities, there would be multiple stalls with different "first date ideas" – grabbing coffee or ice cream, playing mini golf, going dancing, playing at an arcade, the dating world is our users' oyster!
The event would occur during "cuffing season" months, when singles are looking for their cuddle buddies.
How does BTS work? Let's take a look:
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Measuring success:
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Attendees: We are expecting on avg 500 couples per day (1000 attendees total)
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App Downloads: Our goal is to achieve 10M downloads in 2024 (1.2M more than 2023, which saw 8.8M downloads in the US)
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Share of Voice & Shareability: We want our event to be the trend on all social media especially on TikTok, X, and Instagram