FESTIVAL MODE

Client: Tinder

Background

Whilst our competitors were looking to help you settle down with ‘the one’ we wanted to be the catalyst for fun and exploration. Tinder is the place where you meet people to do cool shit with. And with the launch of Festival Mode worldwide, a feature in the app which helped you match before each festival, we looked at what real life events we could align with that would firmly plant us in the youth culture space as a tool that unlocked exclusive experiences.

Common ground

With our focus on the new Festival Mode in-app functionality providing our audience with  exclusive experiences, connection, and good times, we engaged in deep audience research and festival partner auditing to find our events. Ultimately we found two festivals that over-indexed on audience and cultural cred. Festival X provided access to a more metropolitan audience across three days in three states, whilst Beyond The Valley provided a more traditional festival goer within our target age range.

With an integrated approach (across social, influencers, content, and experiential) Festival Mode activations unlocked immediate ‘experiences’ that demonstrated Tinder as a catalyst, whilst emotional stories on social & digital built to a bigger more attitudinal brand benefit.

playGround

Tinder and Festival Mode unlocked a variety of fun and cool experiences for all of our Tinder tribe who visited Festival X and Beyond The Valley.

Alongside on the ground activations we used Festival X as a springboard to capture the ultimate product demo in content. Alongside a suite of influencers who captured their experiences we challenged one real Tinder user to visit all three festival sites in a whirlwind three days.

And at  Beyond The Valley, with optimism for 2020, we captured a ‘Manifesto’ celebrating the attitude of our Tinder and Festival Mode users who sought to get the most out of every single moment. This content lived beyond the festival with a targeted test and learn media approach that spanned Snapchat, Instagram, and TikTok.

Ground breaking

We picked up coverage from the likes of Pedestrian and Junkee where they experienced Festival Mode and our activations for themselves and our ‘Music Marathoner’ series receiving over 500,000+ video views and 45,000 engagements. Whilst our ‘Manifesto’ content received over 2.5 million completed views and  brought over 300k+ users in traffic to the app.