Contributed by: kellyseal Friday, November 01 2019 @ 10:10 am
Tinder’s hit interactive series Swipe Night proved to be a wildly successful marketing strategy. As a result, the popular dating app will be debuting the series internationally in February 2020.
According to The Daily Dot[*1] , Tinder users have been “flooding” social media during and after the game (which can be seen from 6pm – midnight every Sunday), comparing their choices and discussing what happened. Tinder has also revealed that they’ve seen a “significant uptick” in user engagement since the series debuted. CNN Business reported that total matches on the app rose 26 percent on Sunday nights. Messages between users also rose 12 percent.
As a result, Tinder decided to take the series worldwide. It debuted in the U.S.
“The world has become this world of visual content for better or for worse,” Tinder CEO Elie Seidman told CNN Business[*2] . “We’re on our phones a lot, consuming things on Instagram, YouTube, streaming that’s available 24/7. Content has become this language of our shared experience, and it’s a natural thing to bond over.”
Swipe Night is a limited interactive series that unveils a new episode exclusively over the Tinder app each Sunday night throughout the month of October. The series takes place on the night of the apocalypse as a comet hurls towards earth, and asks the users a central question: how would you spend these last few hours, and who would you spend them with? These questions are answered by users in the form of choices they make as they move from a party to a more frantic turn of events as the news of the apocalypse unfolds. Those choices also populate their dating profile for other Tinder users who are playing to get matched up.
The series is no doubt aimed at Gen Z users ages 18 to 25, which now make up almost half of Tinder’s userbase according to Deadline.
When the series rolls out internationally, Seidman said that they will be making a few changes based on user feedback. Seidman also told CNN Business that Tinder intends to release more original content, but likely moving forward with other partners, perhaps platforms like Quibi and Snapchat. (Tinder paid for the total expenses of Swipe Night, though no official numbers have been released.)
There are definite opportunities in the dating app market for a refresh. Tinder seemed to have hit upon something innovative with Swipe Night, that engages users in a new way with its platform. We’ll see if other apps follow suit.