APAC/Singapore, July 9, 2024 — Tinder, the world’s leading dating app, has unveiled a fresh chapter of its acclaimed global campaign, “It Starts With a Swipe.” This new phase spotlights the most endearing meet-cutes: the first messages exchanged by real couples who met on Tinder and are currently in relationships.
In a series of captivating video spots, the campaign reimagines classic romantic comedy scenarios through the lens of contemporary dating. These videos depict singles meeting in iconic rom-com settings, with dialogue inspired by actual first messages from couples who connected on the app. This creative approach underscores how everyday meet-cutes are happening on Tinder.
As we navigate a post-pandemic world, there’s a growing desire for authentic and meaningful connections. The younger generation, having grown up in virtual spaces, now feels a nostalgic pull towards the in-real-life meet-cutes depicted in classic sitcoms and movies. However, while these scenarios are cherished, they can appear somewhat awkward to today’s daters.
Stephanie Danzi, SVP of Marketing at Tinder, articulates, “Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule. Tinder is where modern-day meet-cutes happen — just ask the millions of couples who have met on Tinder. A new relationship starts every three seconds, thanks to Tinder. This campaign celebrates those millions of relationships, and we were honored to build creative inspired by real first messages from real Tinder couples.”
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The campaign features popular actors Lana Condor (from “To All The Boys I’ve Loved Before”) and Evan Mock (from “Gossip Girl”), who portray the relatable dating experiences of today’s young singles. By incorporating real couples’ first messages, the campaign emphasizes the modern meet-cute as a digital-first experience, brimming with the excitement, awkwardness, and sparks of any initial interaction.
Campaign Highlights
- “Rescue”: Inspired by real Tinder messages between Samantha and John, this spot features Lana Condor and Evan Mock in a classic library scene. Samantha slips from a ladder while reaching for a book, and John catches her just in time, mirroring their real-life Tinder interaction.
- “Rain”: Based on messages between Kate and Lain, this video shows the couple meeting in a field of flowers during a rainstorm, with a playful exchange about astrological birth charts.
- “Taxi”: Danielle and Matthew’s initial Tinder chat is reimagined with them bumping into each other while hailing a taxi. Matthew’s cheesy pickup line and accidental “double send” are humorously depicted.
These new “It Starts With a Swipe” video spots are set to run globally across digital and streaming platforms starting July 8. Additionally, Tinder is reviving its popular Single Summer Series in cities like New York, Los Angeles, Miami, Austin, and Nashville.
Melissa Hobley, Chief Marketing Officer at Tinder, explains, “Only 8% of offline daters say it’s easy for them to find a date IRL, and so many missed out on opportunities to connect in the midst of the pandemic. At Tinder, we want to empower our users to find meaningful connections that carry into IRL.”
Tinder users in participating markets will receive in-app notifications inviting them to Single Summer Series events throughout the summer. The campaign will also roll out across APAC markets, including Thailand, Vietnam, and Korea.
For more details, visit tinderlove.com.
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