Swipe Night
2019年10月6日，Tinder 攜手創意廣告代理商 72andSunny 在平臺推出“Swipe Night” —— 一款首創的原創互動冒險游戲，這代表了一種全新的匹配方式。“Swipe Night”的故事是一個第一人稱的世界末日冒險，每當故事線發展到關鍵的轉折點時，Tinder 界面會讓用戶決定故事里的成員接下來發生什么，選擇時間只有短短7秒，而用戶的選擇決定的不僅僅是故事，還影響著他們的匹配對象以及這段冒險結束后的聊天內容。
考慮到如今半數的 Tinder 會員是 Z世代（18-25歲）青年，Tinder 嘗試更貼近用戶群體的語言習慣，最終他們選擇了 emoji 和啟示錄背景。
第一集故事短片發布后，10月的每個周日，都有新一集的“Swipe Night”在 Tinder APP 更新。從下午6點到午夜，美國境內的 Tinder 會員都有機會一起體驗末日天啟。短片由 Angela Wong Carbone、Jordan Christian Hearn 和 Shea Gabor 扮演，當世界只剩下數小時就要毀滅，你必須在規定時間內找到同伴，扭轉局勢。隨著故事的展開，用戶將面臨道德的困境和現實的選擇，而這些選擇最終會成為標簽錄入 Tinder 會員的個人記錄中。
項目信息
品牌/廣告主
Tinder
營銷機構
Creative Agency 創意代理商
72andSunny 洛杉磯
參與者
獎項榮譽
2022
D&AD Awards
Film | Interactive
Wood Pencil
2022
The One Show
Experiential & Immersive | Events / Stunts / Competitions | Virtual
Bronze Pencil
2021
Cannes Lions
Mobile | Content for User Engagement
Bronze
2021
Cannes Lions
Entertainment | Fiction Film: 5-30 minutes
Bronze
2021
Cannes Lions
Social and Influencer | Brand Storytelling
Gold
2021
Cannes Lions
Entertainment | Innovation in Branded Content
Grand Prix
2021
Cannes Lions
Digital Craft | Personalised Storytelling & Experience
Silver
2021
Cannes Lions
Media | Use of Branded Content Created for Digital or Social
Silver
2021
Cannes Lions
Brand Experience & Activation | Use of Mobile
Bronze
2020
D&AD Awards
Media | Use of Entertainment
Graphite Pencil
2020
The One Show
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Gold Pencil
2020
The One Show
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Merit
2020
The One Show
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Silver Pencil
2020
The One Show
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Merit
2020
The One Show
Digital Craft | Innovation in Digital Craft
Merit
2020
The One Show
Interactive & Online | Online only Video | Interactive
Bronze Pencil
2020
The One Show
Digital Craft | Creative Use of Data
Merit
2020
The One Show
Branded Entertainment | Innovation in Branded Entertainment
Silver Pencil
2020
The One Show
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Merit
2020
The One Show
IP & Products | Digital Product
Bronze Pencil
2020
The One Show
Creative Use of Data | Creative Use of Data | Storytelling
Merit
2020
The One Show
Branded Entertainment | Craft | Use of Technology
Merit
2020
The One Show
Mobile | Mobile-First Video | Over 15 Seconds
Bronze Pencil
2020
ADC Awards
Interactive | Social Media | Wildcard
Gold Cube
2020
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Interactive | Video | Interactive Video
Gold Cube
2020
ADC Awards
Interactive | Craft in Online / Mobile | Content Strategy
Gold Cube
2020
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Interactive | Craft in Online / Mobile | Use of Technology
Bronze Cube
2020
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Advertising, Media & PR | Brand Strategy
People’s Voice Winner
2020
AD STARS
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Bronze
2020
AD STARS
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Silver
2020
AD STARS
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Gold
2020
AD STARS
Interactive | Sectors | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services / Pets
Gold
2020
AD STARS
Brand Experience & Activation | Use of Brand Experience & Activation | Use of social in a promotional campaign (e.g. promotional campaigns that use social platforms to create relationships with consumers)
Grand Prix
2020
AD STARS
Mobile | Use of Mobile | Use of Social for Mobile
Gold
2020
AD STARS
Media | Sectors | Finance/Services/Entertainment&Leisure/Travel/Restaurants/Commercial Public Services/Pets
Gold
2020
AD STARS
Mobile | Sectors | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services / Pets
Bronze
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