Tinder Debuts Swipe Night, Its Apocalyptic Choose-Your-Own-Adventure Series

After much hype, Tinder today debuted Swipe Night, an interactive digital experience that will greet users every Sunday night this month when they open the dating app.

Here’s how it works: users who opt to participate in Swipe Night will join a party that quickly devolves into apocalyptic chaos. Using the app’s swipe feature, they’ll be asked to make a number of choices that determine what happens next, and are only given seven seconds to make each decision.

Some of the choices are fluffy, while others veer into moral territory—for instance, at one point, users are asked to decide whether to help or ignore an injured man lying on the sidewalk.

Installments of the series, which are each roughly five minutes long and feature a group of friends played by Angela Wong Carbone, Jordan Christian Hearn and Shea Vaughan-Gabor, will be released each Sunday between 6 p.m. and midnight.

According to Tinder, Swipe Night is more than just a foray into original content. After each release, Tinder members can choose to display three of the choices they made in their profile on the app. They will then be matched with others who also interacted with the experience, the idea being that their choices will serve as conversation starters.

“Sometimes it’s hard on Tinder to know exactly how to break the ice,” Jenny Campbell, chief marketing officer at Tinder, said. “Because you’ve now gone through this shared experience, you have so much more to talk about.” …..[Read More]


Roger Chiocchi

A life-long advertising and marketing professional, Roger is VP-Marketing at Signature Brand Factory. Prior to that he spent 20+ years on Madison Ave as a Sr. VP at Young & Rubicam and President of Y&R subsidiary, The Lord Group.


email: grow@sig-brand.com

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