PRIDE RIDE

Client: Tinder

Background

Tinder has always been an advocate for the LGTBQIA+ community and for Pride 2021 we wanted to find an authentic way to connect these communities, during a time of increased isolation and uncertainty.

Common ground

We discovered that LGBTQIA+ community people in regional areas are at a higher risk of social isolation but research showed Tinder usage in these communities helped communities reduce those feeling of isolation as they were able to express their authentic selves without fear of judgement. We discovered that they yearned to express themselves in ‘real life’, with Mardi Gras being the focal point for inclusivity, expression and connection. The challenge was that Mardi Gras had always been seen as a distant dream.

playGround

Our solution was to bring them to Sydney for the ultimate celebration of Mardi Gras on the TINDER PRIDE RIDE - a campaign that would connect regional folk together and allow them to celebrate the biggest event of the year.

Via a TikTok campaign we launched a competition to find participants for the Tinder Pride Ride. Winners from as far as Armidale were collected on a themed bus that toured rural NSW stopping in at key spots on its way to the iconic Taylor Square, in Sydney, for an exclusive rooftop party and a full weekend anchored around the Mardi Gras parade.

We also took over TikTok on Parade Day, amplifying voices from regional LGBTQIA+ communities, telling their personal journey of self-acceptance and Pride and created a Snapchat Lens that allowed everyone to show their pride, wherever they were.

Ground breaking

Tinder found an authentic role to connect isolated people from the LGBTQIA+ community, providing a platform for expression and pride. The campaign resulted in a significant increase in LGBTQIA+ people using Tinder over the Pride period, with a +10% lift in new registrations versus the previous week.