Swipe Night
Tinder2019
Swipe Night is a 2019 interactive in-app series for Tinder, created by 72andSunny, Los Angeles.
Why it works
An interactive, end-of-the-world series built into the Tinder app. Viewers learn an asteroid will wipe out the planet in three hours and steer the story, shot from a first-person point of view, by swiping left or right within seven seconds on choices such as whether to save a person or a puppy. Four episodes went out on successive Sunday nights in the US from October 2019, and the decisions then shaped who users were matched with and appeared as badges on their profiles, giving strangers something to talk about. It is studied as a brand turning its own signature gesture into a storytelling device and placing entertainment inside the product rather than around it; Tinder said it had to rebuild the app to carry video. Tinder reported that 15 million users took part in the first run and that its match rate rose by more than 25%. At Cannes in 2021 it won one of two Entertainment Lions Grands Prix, plus a Gold in Social & Influencer.
Techniques
- Participation Viewers steer each episode by swiping left or right within seconds, and their choices then shape matches and appear as badges on profiles.
- Storytelling A first-person end-of-the-world drama, told in four weekly episodes inside the app, gives strangers a shared story to talk about.
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