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Tinder revolutionized dating culture, making it easy to meet other singles with just a swipe. 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.
In creating the AI and graphic identity for Swipe Night, we visually translated Tinder's infamous "Swipe" into a Slash (/) that's used throughout the game for swiping left or right.
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 BacheloretteThe premiere had 4x the viewership of the pilot episode of HBO’s Gen Z hit Euphoria
It enhanced their Tinder experience.26% increase in matches over a typical Sunday night12% increase in messages among matches in the US
Culture took notice in a big way. 4 billion earned impressions1640% spike in Twitter mentions of Tinder upon releaseDubbed everything from “Product? Experience? TV Show?” to “The Future of Dating” reinforcing its first-of-its-kind and hard-to-classify natureNamed “one of the most innovative video companies of 2020” by Fast Company