Tinder Ignites A New Media Channel

A miniseries inside the dating app challenged users to swipe to change the course of the story, then suggested matches based on their decisions.

by Maud Largeaud , AdForum

Believe it or not, Tinder has been around since 2012. The reflex of swiping to find a match had become a little too familiar. To reconnect with users and create a new burst of energy, the app and 72andSunny thought big. They turned Tinder into an entertainment medium with Swipe Night: a Hollywood-worthy “choose your own adventure” miniseries in which users swiped to make split-second decisions as they navigated a disaster-torn city. Save a puppy – or a person? Thousands of combinations and stories were possible depending on your choices. And here’s the payoff: Tinder matched users with people who’d made similar decisions, returning to its purpose while also providing a major conversation starter for matchees. The series could only be accessed through the app and was active from 6pm to midnight on Sundays, creating date TV with a difference.