Tinder’s latest campaign captures the whirlwind of emotions that come with matching or going on a first date, from getting tongue-tied to melting into a puddle of feelings. The launch comes as Tinder announces a major milestone: over 100bn matches to date. In the past year alone, users have sent nearly 16bn Likes or Nopes on the app every week.
This latest campaign comes from agency-of-record, Mischief. Ed Gunn, executive vice-president of strategy at the agency, said: “Tinder is on a mission to show the possibilities that can come from the app. While our competitors focused on outcomes, we saw that our audience didn’t know what they wanted, but knew what they wanted to feel. That low-pressure but highly hopeful feeling of a crush. Because there’s no better feeling than a crush and nothing leads to more real crushes every day than Tinder.”
Each of the spots will air across social and all major streaming services.“Gen Z is craving connection, but many haven’t yet felt the magic of a real crush,” added Stephanie Danzi, senior vice-president of global marketing at Tinder. “For a lot of young daters, Tinder is the first place they’ll experience that rush – the thrill, the chaos, the possibility. With ‘Crush Feelings,’ we’re reminding them that those sparks aren’t just real, they’re what make dating fun in the first place.”
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