Swipe Night
Award: Graphite Pencil
Graphite Pencil / Media / Use of Entertainment / 2020
Award: Wood Pencil
Wood Pencil / Entertainment / Immersive
Award: Shortlist
Shortlist / Experiential / Gamification
Award: Shortlist
Shortlist / Film Advertising / Innovative Film Advertising
Award: Shortlist
Shortlist / Film Advertising / Interactive Film Advertising
Seven years after revolutionising dating, Tinder faced user fatigue and heated competition. To breathe new life into its brand, 72andSunny Los Angeles created Swipe Night - a first-of-its-kind interactive content series in the Tinder app. The story is a first-person, apocalyptic adventure, where at key points Tinder members decide what happens next. Their choices dictate more than the story; they impact who they match with and what they chat about. Swipe Night’s premiere had nearly 4x the viewership of Euphoria - HBO’s Gen Z hit. It also sparked a 1,600% increase in Twitter activity and a 26% increase in user matches.
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