Tinder Swipe Night is the name of a great new event that the popular dating app will be launching in the coming weeks. A'interactive adventure, through which we can discover more about ourselves and get to know new people. But how exactly does it work? And how was this project born? He explained it to us in detail Jenny McCabe, Chief Communication Officer of Tinder, along with some of the people who brought Swipe Night to life.
Tinder Swipe Night, how did it get here?
Tinder is a reality that is born eight years ago, within a university campus. An open-minded habitat, ideal for the development of a project of this type. Its path has been incredible: from the few daily swipes (the mechanism of approval or rejection of possible partners) at the beginning, it has now reached more than a billion a day. At the center, always the age group 18-25, defined by McCabe as the heart of the service and half of the active users.
Through Tinder in recent years they have been formed relationships of all kinds, not just the purely sentimental ones. In addition to those who have met their life partner, there are also those who have discovered their best friend here and even a business partner.
READ ALSO: Everything you ever wanted to know about Tinder (but you never dared to ask)
During and after the global pandemic, Tinder played a central role in providing a safe space in which to meet new people. The future of the service will therefore be adapting to the much discussed 'new normal', always with an eye on young people between 18 and 25 years old. This is a generation that has always lived there overlap between real and digital in social life and who will be better able to adapt to new habits.
Tinder Swipe Night also points in this direction. The goal is to create an event that involve people actively through digital. The effect of the initiative is also felt in retrospect: those who participated in the event recorded about 20% of matches and 12% more active conversations than other users.
But what exactly is this Tinder Swipe Night?
It is a'interactive experience about ten minutes, developed by the dating service and first launched in the United States and now also arriving internationally. For three weekends, users will find themselves in the center of a special story, to be followed directly from the screens of your devices. However, they will not only be passive spectators, but they will be able to influence events step by step: in some points they will be asked to choose between two alternatives, changing the direction of the events. The selection takes place with the characteristic swipe, which has become one of the symbols of Tinder.
We previewed the first episode of this Tinder Swipe Night, but we won't reveal the details of what's going on. On the one hand, because we want preserve surprises, on the other hand because precisely because of the interactivity mechanism underlying the project, it is not possible to do this: the experience we have had is based on certain choices, which may not be the same ones you will make and therefore the story will change. However, we anticipate that everything will start from a party organized to attend a special astronomical event in the company, but not everything will go the right way...
The result, however, is certainly endearing. It is an extremely accurate production, directed by the young woman Karena Evans and written by two self-confident authors such as Nicole Delaney e Brandon Zuck. Participants will find themselves involved in an exciting adventure, with a very high stakes and full of twists. It will be fun to be faced with several not indifferent 'moral dilemmas', which will say a lot about us ...
Swipe Night does not stop
After the preview of the first episode ended, they joined the conversation Paul Boukadakis, VP of Special Initiatives, e Kyle Miller, Head of Z Team. to them we owe in large part the birth of this project. Through them we could have some additional detail about what happens after Tinder Swipe Night ends.
As we anticipated, in fact, choices are not ends in themselves, but in some cases they describe the user who made them, more than the bio of the profile on the service can. Once you have completed the path (which is unrepeatable) you will find yourself in front of a list of most important and significant. From here you will arrive at a special version of the service, where you will be able to see more frequently the users who have completed similar choices. However, given the many branches available, it is not taken for granted that they followed the same path, reaching the same ending. And so they are born new ideas for conversation to break the ice and meet new people.
As Boukadakis and Miller have said, it is a ambitious project which was not easy to complete. The idea of an online event of this type derives directly from the concert of Marshmello on Fortnite, which demonstrated how much such concepts can work.
From there, everything gradually developed, creating a product that could adapt to the tastes of Generation Z and the features of Tinder. Implement the swipe, create a convincing story that could involve men and women equally, find a way to make it meaningful for users ... Even the decision of the seven seconds of time to complete the choices (after which the service will decide) it required long studies and discussions.
This without counting the technical implementations. Not being able to do a real test of the new features on a large scale, it was necessary to try them in a disguised way. Using surveys, clips and other app features, the team tested the system to fix any problems.
When does Tinder Swipe Night take place?
Now, however, the Tinder Swipe Night it is finally about to arrive here in Italy as well. The first appointment will be on September 12th, starting from 10.00 in the morning. Service users will have the opportunity to participate until midnight on Sunday. THE two successive weekends will follow the same procedures for the second and third episode of the series.
What about the future? Well, the idea of reviving a concept of this type is there, even if it is currently complex to implement due to anti-contagion measures. In the meantime, however tinder is launching many other features, starting with the recent introduction of video calling. An important step towards that integration between real and digital social life that guides the path of service.
And you, are you ready to participate in the Tinder Swipe Night?
Love in the time of Tinder: Traveling between blind passions and ...
- Duportail, Judith (Author)
