Tinder
Tinder Swipe Off
A four-week campaign driving Tinder usage among college students culminating in a free Gunna and Glorilla concert for the campus with the most in-app activity.
@noshortsusa Can’t believe Temple won the Swipe Off™️ Challenge, thank you @Tinder Gunna and GloRilla was awesome! #tinderpartner ♬ original sound - No Shorts
The Opportunity
Tinder teamed up with Archrival to lead its fourth annual Swipe Off Challenge — a nationwide competition driving college students to use the app for a chance to win a campus concert. With fresh creative and higher stakes, our goals were to:
- Boost Tinder U sign-ups, reactivations, and daily campus usage
- Spark real campus buzz that fills a concert venue
- Amplify the concert with student talent and immersive brand moments
Our Approach
Our strategy focused on meeting students where they are — on campus and online. Digital and influencer campaigns built awareness, while Tinder U ambassadors localized the message and drove peer-to-peer engagement through print materials, giveaways, and on-campus challenges.
On-campus activations and ambassador support drove over 84,600 additional social impressions and 1,200 Tinder U enrollments (an average of 340 more per school than campuses without ambassadors).
It was a competitive race to see which school would earn the free concert, and Temple University took the win.
@mekhibrown this was not on my bingo card for the year😃 #philly #phillytiktok #templeuniversity #viral #glorilla #gunna #tinder #temple ♬ Cobra Bite Gunna Roddy - Unreleased 🔥
Once the winner was locked in, we quickly paid off the win, producing a concert in just four short weeks.
We hired and activated a small team of four Temple students to promote the concert on campus for the two weeks leading up to it, having students redeem their free tickets and sparking conversation around Tinder U.
The Result
An arena packed with college students, over 5000 tickets redeemed, and a fully branded Tinder U experience for Temple University.
