The background
Tinder set out to shift the perception of Gen Z, moving beyond the idea of a dating app and positioning itself as a gateway to unforgettable co-experiences. To unlock this opportunity, we conducted an extensive holistic sponsorship audit identifying the right properties to activate and engage in. We identified two major music festivals—Beyond the Valley and Festival X— where we knew that we could show that Tinder connects people in ways that go far beyond the swipe.
The nuts and bolts
Our strategy was simple yet bold: create envy-inducing, exclusive experiences that rewarded Tinder users while captivating the attention of non-users. By doing this, we would show that being part of the Tinder Tribe unlocks unique co-experiences that everyone would want to be part of.
At Festival X, across three days in Brisbane, Sydney, and Melbourne, we introduced The Tinder Tower, a massive 40ft structure that gave lucky competition winners the best view of the main stage. Thousands of festival-goers who used Tinder’s in-app feature were treated to VIP fast lanes, allowing them to skip the wait and spend more time enjoying the music.
At Beyond the Valley, we created the Tinder Beach Club, an exclusive oasis only accessible via Tinder. Festival-goers indulged in private pools, a bar, and exclusive merch, all while enjoying a day-long DJ lineup. On the final night, Tinder users were treated to an intimate set from headliner Hayden James.
To measure the impact, we conducted a three-stage quantitative research study. The results were game-changing:
Among Tinder users, we achieved:
- A 12% decrease in the belief that "Tinder is for hook-ups"
- An 8% increase in the sentiment that "Tinder introduces me to cool experiences"
But even more significant was the shift among non-users:
- A 24% decrease in the perception that "Tinder is for hook-ups"
- A 19% increase in the belief that "Tinder introduces me to cool experiences"
- A 31% increase in intention to use Tinder within the next three months
We also managed to drive 59,000 new app downloads directly from festival activity!
