When you imagine meeting your future partner, did you ever stop and think that it would happen on a dating app through an apocalyptic interactive game? If you answered yes, then imagine no more because it exists and it is here. Tinder, the extremely popular dating app, has decided to match people under the most unexpected premise, an end-of-the-world apocalyptic interactive series. According to AdWeek, every Sunday night for the month of October is your chance to participate in this digital experience where you choose your own adventure that would ultimately lead you to your ideal matches. Each episode stitches together a night that starts out at a friend’s party but eventually takes an unexpected turn for the worst after a meteor is expected to hit earth. Throughout each episode, you’re prompted with two options, to swipe left or right in search of shelter to survive the impending blow. Each swipe leads to a specific action which will then affect how you move throughout the series until the end. What’s even crazier is that this isn’t an animated game. This is a full on production with a cast of actors who have acted out each scene for you to then create your own adventure and ultimately land your next match. What’s even more fitting is that this entire series was directed by Karena Evans, the 23-year old visionary who’s mostly known for directing Drake’s music videos “God’s Plan” and “Nice for What.”
I find this idea weirdly fascinating. I don’t care much for Tinder but I’m impressed with what they’re trying to achieve through this series. Essentially, their objective is to create content within the app to ultimately enhance the communication and experience for single people. Build the topic of conversation and host it in the same place. 72andSunny is the creative agency behind this campaign and has been working alongside Tinder to launch this highly anticipated series. According to their executive creative director Matt Murphy, he stated that “rather than making ads about telling people what they should be doing, we’re creating experiences that are leading people towards what could be.” The Los Angeles based agency stated that their objective with this campaign is to target the highly critical 18-25 demographic on Tinder. If you’re an avid consumer on social networks and digital spaces, then it’s safe to say that you’ve gotten pretty good at detecting authentic vs. inauthentic advertisements. For a lot of brands there is a lot riding on how you execute your promoted content. Honestly, you’re just one quick meme away from having your entire campaign be the latest trending laughing stock. The objective when pushing any service or product is to create a storyline that you believe will strongly connect with your audience. And of course, you must know your audience well to develop content that resonates.
In order to see what the hype was about, I decided to download Tinder and participate in Swipe Night. Personally, I don’t use dating apps considering my desirable trait of being socially awkward translates best in person. I have to be honest and say that I did spend a good 30 minutes being a part of the experience which is longer than I expected. What’s cool is that everything you’re watching is through the POV (point of view) of your anonymous character. It felt like I was watching the latest Netflix original teen movie while playing a video game. It was cool to experience but overall it didn’t generate enough interest for me to stick around each week. However, I absolutely believe that this is a powerful and extremely creative method to bring your audience in and engage with your brand. I have no doubt that this is just the beginning for interactive content of this nature.