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2020 One Show - Creative Use of Data

Swipe Night

Agency 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles

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OS_CU20_025M

About the Work

Tinder revolutionized dating culture, making it easy to meet other singles with just a swipe. But over time, swiping became passive and mindless. In 2019, Tinder was ready for its next game-changing innovation. Our goal was to breathe new energy and cultural relevance into the brand, while providing Gen Z singles with a more meaningful way to match. Enter Swipe Night - a first-of-its-kind interactive content series inside the Tinder app. The story is a first-person, apocalyptic adventure where at key turning points, Tinder members decide what happens next. Their choices dictate more than just the story; they impact who they match with and what they will chat about. By inviting users to match through Hollywood-standard entertainment, Tinder gave people a reason to come back, swipe, and see the story unfold every Sunday. Tinder knew it had to speak Gen Z’s mobile-first language to land with its intended audience, so it recruited Gen Z creators -Drake’s music video director Karena Evans, and writers Nicole Delaney (Big Mouth, Netflix) and Brandon Zuck - to blend immersive storytelling with Tinder’s Swipe features.