UCSD Adwave Tinder Plansbook - NSAC 2021

This is the real world.

This is tinder. #978

Table of Contents 02 The Problem 03 The Solution 05 Creative Strategy 07 Media Strategy 08 Timeline & Budget

Hey There, We are Tinder, and we’re in the business of making life bigger – more spontaneous, more explorative, and more you. Welcome to your new future full of endless possibilities.

Although the “real world” preaches an adulthood filled with taxes, car maintenance, and credit scores, we believe life doesn’t have to be so rigid. To Tinder, the real world exists in the moments you create with friends and partners; it’s rooted in sunset picnics, unplanned parking lot adventures, and a life without expectations.

Our intuitive interface combines innovative safety measures with meaningful social interactions in order to empower young adults to share life's greatest moments in a safe and inclusive way.1,2

With Tinder, all of life’s possibilities are just one swipe away. Here's to your new adventure partners, the end of colorless routines, and the start of life's unexpected joys, right at your fingertips.

Cheers,

This is tinder.

09 Campaign Evaluation 10 Platform Ads 15 Partnerships 16 Experiential Strategy 20 Conclusion

Ca mpa ig n O b j e c t iv e S Increase Brand Love

facilitate new downloads drive product reconsideration

01

THE PROBLEM

Strategy

To boost Tinder brand love and increase new user registrations, Tinder needs a bold campaign that celebrates and supports a world in which Gen Z aspires to live.

Gen Z is very dismissive of brands with inauthentic advertising.

92%

of marketers believe brands deliver personal experiences to customers, but

65%

Gen Z is reluctant to spread brand love without authentic brand interactions.

90% of 16-25 year-olds say that authenticity is important when deciding which brands they like and support.5

Gen Z desires more inclusivity within varied social relationships.

68%

of 18-24 year-olds are not using dating apps.7

72%

“ “ “

of Gen Z consumers disagree.3

Gen Z can be very dismissive of traditional advertising methods... connecting with vloggers and influencers who are meaningful to younger watchers can be an effective strategy.

– Sarah Cavill,

Senior Marketing Communication4

Brand loyalty won’t sustain itself for Gen Z, you must continually earn their business.

– WP Engine, The Center for Generational Kinetics6

are simply focusing on creating deep emotional friendships.8

Gen Z are accepting and open-minded, with gender bearing little impact on the people they surround themselves with and friendships they make.

– MediaCom9

02

S trategy

THE SOLUTION

Our research shows that Gen Z is open to forming all types of relationships – not just romantic ones. In order to build brand love and trust from Gen Z, Tinder is better suited transitioning into a lifestyle-oriented app.

Promote marketing imagery

Display and celebrate

Create meaningful B2C

that better represents real,

diversity in digital, social

interactions and experiences that

diverse user interests.

relationships of all kinds.

generate long-term value.

82%

56%

97%

trust a company more when they

value digital relationships and

have at least one social

use images of real customers in

are friends with someone

media account across seven

its advertising.10

they ONLY know online.12

main platforms.14

60%

71%

72%

say it’s important for brands to

say they’d like to see more

follow influencers.15

value their opinions.11

diversity in advertising.13

TINDER IS

so much More than

a dating app Results:

Tinder’s shift into lifestyle will foster deeper and more diverse interactions with 18- and 19-year-olds with authentic marketing executions that seek to dispel outdated and less inclusive social relationship norms. z

-

Our campaign utili es thoughtful multi modal advertising on

Gen Z-centric platforms and experiential strategies. We’ll

Gen Z's love for creating and sharing valuable, personalized content that will boost brand love. Tinder will a digital community through which Gen Z can explore the real world. By embracing diverse social connections and active communication, Tinder can gain Gen Z’s brand love and loyalty. tap into

become

Tinder allows people from all different backgrounds to form connections – romantic or otherwise. Our highly personalized, strategic content is designed to guide reconsideration of Tinder’s utility as a daily lifestyle app.

Increase brand love

Facilitate new downloads

rive product reconsideration D

3

002

Meet the personas Cis-gendered emale

Cis-gendered male

lgbtq+

f

Strategy Sa f e t y f i r st

n contrast to other generations Gen is illing to share their personal data to customi e their desired in-app e perience.1 n our survey 18- year-olds are 0% more likely to be concerned ith cat shing than data privacy. 1 Given Gen s strong e pectations or brands to listen to customer concerns highlighting Tinder s in-app sa ety eatures ill increase consumer trust thus increasing brand love amongst our target demographic.

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Hannah

Alex 19

19

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Fashion

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nstagram

LGBTQ+ rights

o ee

C

Thrifting

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ew in town and trying to meet new people Any foodie suggestions !

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2 % 8

o Tinder users identi y as cis- omen.1 f

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6

isgendered omen are currently outnumbered on dating plat orms indicating Tinder s plat orm has to shi t to ards a more inviting social environment.

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Student Straight Seattle

Photography

Vlogging

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Stock trading

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Looking for: Someone who cares

6

2%

o Tinder users are cis-men.1

75%

o 18- year-olds agreed they ould like to see Tinder implement more physical security eatures. f

24

w

f

23

f

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isgendered males make up the current ma ority o Tinder users and drive the most engagement.

C

LGBTQ+ users are the most active segment among the dating app industry.

f

,

Fishing

Weightlifting

200%

more likely to be active on dating apps than non-LGBTQ+ users.17

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,

Basketball

Body positivity

they/them/their

Show me a picture of ur dog and then we’ll talk

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Z’

Kyle 18

Student Bisexual Los Angeles

Barista Straight ew ork ity

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63%

o 18- year-olds are orried about cat shing. f

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0

4

CREATIVE STRATEGY

Creative

Throughout childhood, Gen Z has repeatedly been told the cautionary tale of “the real world” – an imminent entry into mundane, yet cut-throat, adult existence. There is no better time to redefine “the real world." We're breaking through the noise to speak directly to Gen Z’s free-spirited fire.

With Tinder in their pocket, 18- and 19-year-olds can pioneer a cultural shift towards a world filled with exploration and spontaneity.

This is tinder is our cardinal narrative. It’s the vehicle that drives all of our creative executions. Our campaign harnesses this simple, yet bold, slogan to affirm Tinder’s seamless positioning as a lifestyle leader. It broadens Tinder's utility beyond dating ventures to empower 18- and 19-year-olds in a new way: the “real world” is yours to define, create, and experience.25 Cooking with friends. This is tinder.

Sharing a kiss. This is tinder.

Dancing in the park. This is tinder.

Tinder is a world full of diverse stories and opportunities – perfect for the life Gen Z desires – a world where they can live to the beat of their own drum.

This is the real world.

This is tinder.

05

Campaign Tone Words

Creative

This is

With the help of tactful tone words, This is tinder will triumph with spirited ads and memorable experiential strategies.

These tone words embolden our slogan and solidify the conceptual framework for all of our creative marketing executions.

Spon

In

S

s

Gen Z culture thrives on spontaneity. Known for spur-of-the-moment decisions, they can adapt and make the most out of any situation.26,27

rative

Simply put, our personas can’t wait to check out what’s right around the corner. Explorative in our campaign means to experience friendship, love, and the world around us.28,29

ta e

E x p lo

Obj

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viti

ou

yl z

c

S:

Being inviting is about feeling comfortable and open to trying new things.

Whether it’s literally inviting someone over, or figuratively inviting feelings of warmth and intimacy, a blend of these ideas will guide Tinder’s ad campaign to let our personas embrace themselves judgement-free.30,31

ng

t i e

e tive

Our personas understand trends as a constellation of the past, present, and future. Style doesn't play by the rulebooks. Whether you're skimming on the brink of new technology or on 70's style roller skates, there's no singular definition of Gen Z culture.32,33

d

THE Why

THE Ho

This is tinder will portray Tinder as a fun-filled, spontaneous, and unexpected world where anything is possible. We are carving out space where users can’t help but submerge themselves in everything Tinder has to o er, whether it's unexpected romance or ourishing friendships.

Our inclusive and fun-spirited campaign will increase brand love among - and -year-olds by displaying the real world of Tinder.3 With Tinder, life doesn’t have to be so serious it just has to be yours.

Our diverse and dynamic imagery captures the interest of Gen Z’s varied, niche personas. Gen Z has proven themselves to be responsive to campaigns from companies Glossier, et ix, ike who o er engaging content that provokes conversation.3 Our campaign is chock full of bu worthy imagery and innovative experiential strategies designed to create more genuine interactions among our personas. This is tinder welcomes Gen Z to a world of endless adventure and possibility.

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06

Media Strategy

MEDIA

target

Audience engagement

WHO 18- and 19-year-olds in the U.S.

IMPRESSIONS 1B+

HOW A blend of social media, digital

FREQUENCY ~3

activations, out of home, and experiences to engage our target audience.

Geographic Segmentation

REACH 300M

Research has shown that optimal frequency is at least 3 exposures.36 We derived a reach of 300M using our conservative estimate of 1B+ impressions. These are calculated from our budget breakdown and cost per thousand impression (CPM), with a target frequency of 3 ad views per day.

Average CPM

These cities were chosen by cross-referencing the most active U.S. cities on Tinder in the U.S. with cities that have a large presence of young people.37

Social Media

arget Market Population

=T

$6.40

Out of Home LA

I CH

S BO

X PH

SAN

os Angeles

Chicago

Boston

Phoenix

San Diego

730k

690k

530k

C NY

e

ork City

N wY

M

2.6

L

1.5

M

3%

E ngagement R ate

We averaged our social media platform engagement rates based on dating app industry standards for a comparatively high rate of 3%.38

1.3

M

CAMPAIG N K PIs

7

14 , 286

N e w D ow n loa ds

Assuming a 5% conversion rate and multiple impressions per person, we have calculated a conservative estimate of 714,286 new downloads from our campaign.

$3.90

Podcasts $25

Streaming $18

↑ 0.8 % B

RAN D REACH

Tinder currently has the highest brand reach of any dating app at 4.2%.39 Our exceptionally researched, highly unique campaign will increase Tinder’s brand reach to 5%.

07

timeline

MEDIA

From August to December 2021, we will utilize a pulsed marketing approach with surges tailored to persona preferences. Spending is increased around major touchpoints such as back-to-school, Thanksgiving break, and Winter break when content consumption rates trend higher.40 IMPR

COST

Twitter

Instagram

Reddit

Snapchat

TikTok OUT OF HOME

Subway (Interior) - 3 cities

Bus (Interior) - 3 cities

Bus (Exterior) - 3 cities

Billboard - 6 cities

85,714,285

85,714,285

378,787,879

10,000,000

10,000,000

$600,000

$600,000

$600,000

$600,000

$100,000

150,000,000

300,00,000

225,00,000

140,566,751

$450,000

$450,000

$450,000

$520,000

Las Culturistas

Why Won’t You Date Me

Keep It!

How To Do Everything

Unlocking Us

Something Scary

84,901

781,882

272,259

272,444

1,369,468

491,366

$179,805

$233,740

$233,740

$233,740

$233,740

$233,740

Hulu

YouTube

8,571,428

83,333,333

$300,000

$500,000

Chegg

499,500

$125,000

Influencers

815,600

$1,283,505

SOCIAL MEDIA

AUG

SEPT

OCT

NOV

DEC

PODCASTS

STREAMING

DIRECT MAIL

PARTNERSHIPS

ANALYTICS

$62,500

$7,500

$1,495

$1,495

Google Analytics

Qualtrics

MobileAction

Awario

breakdown 1% 1% 8% 13% 13% 19%

25% 20%

EXPERIENTIAL

Tinderland

Meet the City

Increased Spending

budget

Regular Spending

Our $10M budget will generate 1B+ impressions, ensuring an optimized reach for every dollar spent.

Gen Z avidly engages with social media content more regularly than other generations.41 We will maximize spending on high quality ads across social media platforms, followed by experiential events designed to create user-generated content for social media.

Decreased Spending

TOTAL

$10,000,000

1,482,376,381

Tinderland Tickets

General Admission VIP Admission

$45 $90

Generated Revenue

$1,732,500

SOCIAL MEDIA EXPERIENTIAL OUT OF HOME PODCASTS PARTNERSHIPS STREAMING DIRECT MAIL ANALYTICS

$2,500,000

$2,000,000

$1,870,000

$1,348,505

$1,283,505

$800,000

$125,000

$72,990

08

CAMPAIGN Evaluation INCREASE

BRAND LOVE

MEDIA

Facilitate New

Downloads

Drive Product

Reconsideration

quantitative

quantitative

quantitative

qualitative

qualitative

qualitative

Social Media Traffic Click-Through Rates

Consumer Surveys Mentions Customer Satisfaction Rates

Track Number of Downloads Monitor Retention Rate Customer Loyalty Index

A/B Testing Search Engine Traffic Consumer Surveys Focus Groups App Store Reviews

Evaluation Schedule We will monitor brand lift, unaided recall, ROI and other key metrics through in-platform support from our analytic buys and evaluate our campaign at the beginning of every month. If our ROI is unsatisfactory, we will cut money from underperforming platforms and reallocate dollars to more productive platforms.

09

Social Media 570,216,449 Impressions

Creative

Creative ad analysis

Obj e c tive S:

Our vertical videos are inclusive, thought-provoking, and eye-catching.42,43 These ads display a number of activities with which Gen Z identifies.44 Our research shows our personas will skateboard freely, hold wholesome picnics, and thrift stylishly and sustainably as displayed in our ads. We depict people hanging out as friends, lovers, and everything in-between to resonate with the varying wants of differing Gen Z personas.45

TIKTOK TikTok reports 100 million monthly users in the U.S. with 32.5% of those users falling within our target market.46,47

The TikTok Brand Takeover in-platform service delivers mass awareness, drives downloads, and generates high exposure with little competition.48

INSTAGRAM 72% of U.S. teens use Instagram and 62% of them check the platform daily.49

Instagram has a high engagement rate of 4.21% compared to other social media platforms, making it a prime platform to maximize brand awareness and engage with potential users frequently.50

SNAPCHAT Snapchat is a powerhouse for impressions as the average user (under 25) visits the app over 20 times per day.51

Snapchat makes a commitment to authentic communication, something that young people heavily take into consideration when choosing where to spend their time.52

10

Social Media 570,216,449 Impressions Creative Ad analysis

Creative ObjectiveS:

In our static images, we show activities with contrasting tones to appeal to the interests of all prospective Tinder users. These activities vary from nighttime skateboarding with friends to sharing an intimate kiss with a partner. This highlights the endless and inclusive experiences that Tinder offers. We include a brief slogan in the caption, “The real world is not as scary as it seems. This is the real world. This is tinder.” With Tinder, the real world is welcoming, judgment-free, and full of possibilities.

TWITTER 44% of U.S. adults ages 18-24 use the platform.53

Twitter garners 2 billion video views per day, increasing ad engagements by 20%.54

Twitter’s brand personalization capabilities allow for Tinder to reinvigorate their brand personality.

REDDIT Gen Z makes up 26% of Reddit users, some of which can’t be found on other leading platforms.55

Gen Z is drawn to the thousands of individual communities driven by users, in which Tinder will disperse acutely targeted advertising.

Reddit’s ad system allows campaigns to narrow down specific audiences through those communities.

11

Out of home 815,566,751 Impressions Billboards

Transportation

Billboards are a classic mechanism for advertising comprising almost 70% of Out of Home advertisements with 98% of people reportedly viewing an OOH ad every week.56 With 56% of Americans sharing a billboard ad they find funny via word-of-mouth, billboards create ample opportunity for Tinder to grow top-of-mind awareness.57 We have calculated that digital billboards cost on average $4 less than traditional TV media placements per thousand views making them a sound investment of our budget.

The share of 16-19 year-olds getting their driving licenses has nearly halved since the 1980s, illustrating the trend amongst Gen Z toward increasingly available alternative methods of public transportation.58 Convenient and eco-friendly, the use of public transportation generally increases commute times, especially in big cities, creating more time for swiping!59 Our transit advertisements will benefit from a high frequency of exposure as those who ride public transportation likely follow a daily routine and will be exposed to the ad regularly.60

Creative ObjectiveS:

Creative ad analysis Our billboard video ad is around 5 seconds long and flashes multiple scenes that correspond to our tone words while displaying our slogan “This is tinder” on the screen.

Our static billboard ad is a three-way split image of various activities that correspond to our tone words. These will allow our personas to understand the aforementioned redefined brand image with just a quick glance.

Our transportation ads display a single image with our slogan and serves the same purpose.

12

Streaming 91,904,761 Impressions

HULU

ObjectiveS:

Currently, the majority of Hulu subscribers directly represent Tinder’s target demographic with 41% of subscribers aged between 18 and 29 years old.61 Hulu ads are twice as effective as traditional TV ads since Hulu does not offer a free ad-free plan.62 A 30-second video advertisement generates a 61% increase in top-of-mind awareness and a 22% increase in purchase intent (which will translate to download intent for Tinder) versus scheduled TV advertisements.63

YOUTUBE

The U.S. is currently the country with the most YouTube users with 81% of viewers aged 15-25 years old.64 YouTube’s growing user base provides a cheaper option to TV ads due to the low $0.03 to $0.30 cost per view.65 YouTube also provides the option of non-skippable ads promulgating engagement and brand awareness for Tinder.

This is tinder.

“See For Yourself”

“What’s Next?”

Creative

Creative ad analysis

Our video ads capture the essence of our personas’ lifestyles. Themes of everyday life portray what Tinder can be and maintain an authentic representation of what new and existing members on the app can experience. Our video ads focus on exposition in order to step away from the current perception of Tinder to what Tinder truly is.

Our “See for yourself” video ad starts with a close-up of two people looking at one another. As the camera slowly zooms out, you begin to see the bigger picture. What was once a close-up on the two people’s faces, now is a full shot of both of them dancing, enjoying the company of one another. In the final seconds of the video advertisement, the phrase “See for yourself” pops up on the screen, followed by our slogan and the Tinder wordmark.

Our “What’s next?” video ad is designed to show a multitude of possibilities, all with your Tinder matches.

The video starts with two people exploring. As the video progresses, their backgrounds change to clips of their adventures through downtown, the beach, and the nightlife scene. At the end of the video ad, the phrase “What’s next?” pops up on the screen, followed by our slogan and the Tinder wordmark.

13

As a rapidly growing media popular amongst young people, podcasts are integral to building brand awareness and brand love for Tinder. Podcasts are an ideal platform to reach newly eligible prospective users, as well as current users, with 49% of surveyed young people aged 12-34 listening to podcasts on a monthly basis.66

“

This is endless possibilities.

This is tinder.

DIRECT mail 499,500 Impr.

With direct access to college students, Chegg is an ideal platform to maximize interaction with our target market. As of 2016, Chegg reported reaching more than 40 million college students directly.67 Students flocking to Chegg for help with their homework, new textbooks, or even jobs will find respite through Tinder’s digital and mobile ads. We intend to further capitalize on this access to our consumer market with curated offers delivered through the direct mail service offered by Chegg.

Podcasts

3,373,32 0 Imp ressi o ns

“

Podcasts

Las Culturistas

Why Won’t You Date Me

Keep It!

How To Do Everything

Unlocking Us

Something Scary

Creative Obj e c tive S:

Creative ad analysis Podcasts

Through the use of lively ambient audio, such as bustling street traffic or rugged sounds of skateboards, we tell a story of the real world full of endless possibilities. By alternating between more dynamic sounds and softer ones, we grab hold of our listeners’ attention, transport them to new experiences, and appeal to a wide variety of tastes. The ad closes with “This is endless possibilities.

This is tinder.”

Direct Mail

Individualized messaging speaks to Gen Z.68 Personalized direct mail will touch the stylized side of our personas and creates a more intimate brand-to-consumer connection. In partnership with Chegg, we will mail birthday cards to students turning 18 and 19 years old. By welcoming students as they begin their adult journey and offering a glimpse of Tinder’s endless possibilities, we communicate that the real world can be anything they please. It doesn’t have to be so serious. With Tinder, it can be fun, adventurous, and lively.

14

MEDIA

Partnerships 8 1 5 ,600 Impressions Influencer marketing functions as an inclusive marketing team with the ability to engage a diverse user base by

O b j ecti v eS :

connecting their followers to Tinder. With 60% of Gen Z agreeing that companies should take their opinions into consideration,69 we selected influencers that align closely with the shared value of authenticity, inclusivity, and engagement. Influencers have considerable reach amongst our target demographic with as many as 72% of teenagers following influencers and over half of surveyed Gen Z reportedly having bought a product after viewing a sponsored ad.70 We have dedicated 13% of our campaign budget to brand partnerships with influencers as they are powerful tools for generating top-of-mind awareness and increasing downloads.

Our campaign will capitalize on the higher engagement rates of micro/macro influencers in order to maximize impactful interactions with our campaign.71 Influencer

Platform

Category

Subscribers

Engagement Rate

Growth Rate

In

fluencer Preference72 77%

70

@ abeyoon

Instagram

Humor

40.8k

23%

45%

60

@ anania . 00

Instagram

Activism

23.2k

20%

374%

50

@ matt h e p erson

Instagram

Lifestyle

23.1k

16%

19%

40

@ 8illy

Instagram

Art

106k

24%

126%

30

64%

31%

@ ama z ingis h grace

TikTok

Lifestyle

209.1k

29%

16757%

@ milkt p a p i

TikTok

Humor

940.1k

28%

211%

10

@ matt x i v

TikTok

Activism

50.9k

37%

313%

0

Influencer demographic

25%

22% 20

Celebrity: 5M+

Mega: 500k-5M

Macro: 100k-500k

Micro: 5k-100k

Nano: Up to 5k

Followers

Followers

Followers

Followers

Followers

Social Platforms

Gen Z aged 18-24: part of the target

Instagram73

TikTok

demographic, representative and

97%

60%

authentic

of marketers plan to use Instagram posts.

Follower Demographic Gen Z aged 18-24

83%

2021 are Gen Z.74

z

of those marketers utili e the story feature.

67%

of Instagram users engage with the app daily.

of all users as of January

9%

2

of the people who have downloaded the TikTok app use the app daily.75

1

5

Experiential Strategy

E xp e ri ent ial

We've built a bold, multi-sensory experiential strategy to ignite brand love and brand engagement amongst 18- and 19-year-olds outside of their mobile screen time on Tinder.

O bj e c t i veS:

Meet the City Campaign

Tinderland Influencer Blitz

Tickets Released in 3 Waves

Tinderland

SEPT 4 - OCT 1

OCT 1 - 31

OCT 16 - NOV 29

DEC 4 - 5 & 11 - 12

Meet the city Event OBJECTIVES: Promote Tinderland Drive Tinderland ticket sales Measure Tinder brand love NYC

LA

CHI

BOS

PHX

SAN

Meet the City will drive awareness for Tinderland through creative pop-up executions within our six geographic segments. With a little help from Tinder, locals and tourists alike can discover famous points-of-interest within each city to build their own memorable adventures.

Each pop-up offers an entry survey to measure brand love; all survey participants will have the chance to win a free GA or VIP Tinderland ticket.

M EE T T HE CIT Y C A M PA I GN EVALUATI ON

Our September entry survey will be measured against our December Tinderland exit survey to measure Tinder's brand lift. This brand health metric will provide insight on Tinder brand love, and inform feasibility around scaling Tinderland up into additional cities.

Tinderland influencer Blitz

To promote Tinderland, our select influencers will boost inbound marketing to attract attendees.76 This blitz invites our influencer team to a Tinderland sneak-peak to develop authentic brand content and cross-promote Tinder’s safety features. Influencer content performance will substantially elevate Tinder’s existing brand advertising strategies.77

16

Experiential 6 ObjectiveS:

7 5 8

Dod

12 ger

TIND $45

- Ge

s st a d iu

ERLA

ne r a

l Adm

Dod

TIND

n

s ta d

ERLA

$90

9

ND

issio

gers

13

m

- VIP

10

iu m Do

NT DI N

dg

er

DE

$9

0

s s

RL

- V

IP

ta d

iu

AN

m

1

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11

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2

17

Tinderland

LA

Welcome to America’s entertainment capital: Los Angeles! All attendees must have a legal ID, valid ticket, and proof of an active Tinder profile. Events will adhere to current government health regulations.

Booths

FOOD

These booths advertise Tinder’s safety features, and offer novelty event merchandise attendees can take home.

Immerse yourself in LA’s singular melting pot of diverse food cultures and lively, exploratory energy.

1

5

Donut Friend: Come grab mini vegan donuts for a sweet treat.

6

Ghirardelli Hot Chocolate Bar:

Tinder Merch: Purchase branded merchandise to take home as a souvenir of your Tinder experience.

2 Noonlight Booth: Learn more

about Noonlight – a downloadable app and new 2020 Tinder safety feature that can trigger emergency services in unsafe situations.78

3

Verified Booth: Get verified on Tinder to decrease catfishing – a significant concern amongst Tinder users. Confirm your verification and receive complimentary food/drink tickets!79,80

VIP PERKS 4

VIP Lounge: Exclusive access to the VIP Lounge and a free meal!

E xp e r ie n ti al

3 5, 000 ac ti v e r e g ist ratio n s *

Customizable hot chocolate bar with a variety of toppings and flavors.

7

Kogi BBQ: Serving Korean inspired Mexican food since 2008, everything about this screams food truck from LA!

8

Steamy Bun Truck: Showcasing the mix of various LA cuisines, you’ll find fluffy steamed buns filled with everything from pork belly to burger patties.

9

Bart’s Carts: Carnival-themed carts filled with fun fair foods like kettlecorn, funnel cakes, and more!

O bj e c ti v eS:

Rides In addition to creating a nostalgic atmosphere, our classic rides will be equipped with numerous cameras to maximize the perfect photo-sharing opportunity for all attendees.

10 Ferris Wheel: “Round-A-World”

11 Teacups: “My Cup of Tea”

12 Carousel: “Just Horsin’ Around”

TINDER PHOTO OPS Picture yourself in six vibrantly themed photo rooms that allow you to create long-lasting memories and fun, sharable content with the people you care about.

Share this unforgettable experience online with #TinderRooms2021.

13 #TinderRooms2021: Tinder’s very own selfie museum!

* Estimated active registrations include new downloads and re-activations of event attendees. 18

#TinderRooms2021

E x periential

LA

Capture your own creative, photographic story through #TinderRooms2021!

Event OBJECTIVES: Immerse the attendees in Tinder’s brand.

1

Celebrate your real world with a side of confetti and neon lights.

4

Generate content for attendees to post on digital platforms.

2

Showcase your real self while learning about Tinder’s Photo Verification feature!

5

3

An immersive ball pit for all – you’re never too old for that.

6

Create a fun, authentic, inclusive, and brand-positive experience with photo opportunities and activities.

A dazzling, heart-filled mirror room that makes for beautiful motion-based content.

Nothing is more nostalgic than recreating childhood moments on a pair of swings.

Romance clichés... love them or hate them, it’s your take.

2

1

Real World Room

O bj ectiveS:

3

Get Real room

5

4

See Yourself in a new light

Ball’s in my court

6

perfect match swings

Roses are red, tinder is you

19

This is tinder.

Forget that mundane, cut-throat, and static real world. We are throwing out that age-old narrative and revamping the Tinder brand experience.

Gen Z is a complex, challenging target market. However, via extensive primary and secondary research, our campaign has discerned their key personas, their attitudes towards growing up and building relationships, and their preferred marketing approaches. With a real, believable message, our campaign capitalizes upon platforms that Gen Z dominates, and delivers outstanding impressions and novel experiences building brand love for Tinder.

A new cultural paradigm shift is just a few swipes away. Our campaign reinvents the real world and propels Tinder into a vibrant, diverse, and inclusive social lifestyle space. Through meticulous market research, invigorating advertising content, and multisensory experiential executions, Tinder brand love will live long beyond in-app screen-time.

5%

Brand Reach

700k+ Downloads

3%

Brand Engagement

This is our real world. This is tinder.

127

whitepages

374

secondary sources

965

survey respondents

6

respondent

pools

20