THERE’S MORE TO LOVE ON TINDER
2ND PLACE | AAF NATIONAL STUDENT COMPETITION, DISTRICT 2
Client: Tinder
Role: Creative Director and Presenter
18 - 19 year olds see Tinder as the “hook up app.” Tinder wanted to be seen as more than that. So we redefined the brand by showing how a right swipe on Tinder doesn’t have to lead to romance.
BRAND MANIFESTO - THE NEW TINDER
CREATIVE: STAGE 1
First, we will shatter current perceptions of Tinder, showing that Tinder’s more than just a dating app.
30 SECOND COMMERCIAL - HULU AND YOUTUBE
INSTAGRAM PAID
We will spark curiosity and conversations on social media through paid ads declaring Tinder’s not just a dating app anymore.
INSTAGRAM OWNED
On Tinder’s Instagram, all their past posts will be archived, and future posts will spotlight different passions as well as up-and-coming Gen Z creators. We’ll send these creators Tinder-branded merch related to the content they produce, fueling earned media and positive brand affinity.
TINDER HOTSPOTS - SNAPCHAT
18 - 19 year olds frequently leap from Tinder to Snapchat to try to get to know each other more casually. Thanks to our partnership, Tinder matches that become Snapchat friends can now meet outside the screen with new Tinder Hotspots. By clicking a Tinder flame on their Snap Map, users will discover places near them to make a shared connection doing an activity they both love. Tinder Hotspots allow users to start building a connection without having to even say the words “first date.”
creative: stage 2
Then, we’ll prove Tinder’s more than just a dating app by showing it can help you find people who share even your niche interests.
“SHARE A MEAL” - TIK TOK
These ads will target Tik Tok’s countless niche communities, such as cooking.
FORTNITE: THE TINDER TRIALS
Tinder will tap into Gen Z’s passion for gaming by creating the Tinder Trials: a series of in-game challenges in Fortnite. Players must complete 20 team-based challenges with a random teammate to unlock limited edition Tinder themed items that gamers compulsively collect.
THE TWITCHCON TAKEOVER
Tinder will further appeal to the gaming community by sponsoring the biggest gaming even of the year: TwitchCon.
Inside the event, we’ll have posters that reference popular games such as Minecraft, Grand Theft Auto, and Twitch Rivals.
HYPER-TARGETED YOUTUBE ADS
We’ll also create YouTube ads that reference inside jokes from popular shows among 18-19 year olds, such as Family Guy and Rick & Morty to hyper-target specific communities. We’ll show that Tinder has all kinds of people with all kinds of passions, no matter the niche.
