Swipe Night
2019年10月6日，Tinder 携手创意广告代理商 72andSunny 在平台推出“Swipe Night” —— 一款首创的原创互动冒险游戏，这代表了一种全新的匹配方式。“Swipe Night”的故事是一个第一人称的世界末日冒险，每当故事线发展到关键的转折点时，Tinder 界面会让用户决定故事里的成员接下来发生什么，选择时间只有短短7秒，而用户的选择决定的不仅仅是故事，还影响着他们的匹配对象以及这段冒险结束后的聊天内容。
考虑到如今半数的 Tinder 会员是 Z世代（18-25岁）青年，Tinder 尝试更贴近用户群体的语言习惯，最终他们选择了 emoji 和启示录背景。
第一集故事短片发布后，10月的每个周日，都有新一集的“Swipe Night”在 Tinder APP 更新。从下午6点到午夜，美国境内的 Tinder 会员都有机会一起体验末日天启。短片由 Angela Wong Carbone、Jordan Christian Hearn 和 Shea Gabor 扮演，当世界只剩下数小时就要毁灭，你必须在规定时间内找到同伴，扭转局势。随着故事的展开，用户将面临道德的困境和现实的选择，而这些选择最终会成为标签录入 Tinder 会员的个人记录中。
项目信息
品牌/广告主
Tinder
营销机构
Creative Agency 创意代理商
72andSunny 洛杉矶
参与者
奖项荣誉
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
Social Media | Innovation in Social Media
Gold Pencil
2020
The One Show
Branded Entertainment | Long Form Video | Campaign / Series / Episodic
Merit
2020
The One Show
Social Media | Social Channel | Single Platform
Silver Pencil
2020
The One Show
Film | Innovation in Film
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
Direct Marketing | Targeted Online Video
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
ADC Awards
Interactive | Video | Interactive Video
Gold Cube
2020
ADC Awards
Interactive | Craft in Online / Mobile | Content Strategy
Gold Cube
2020
ADC Awards
Interactive | Craft in Online / Mobile | Use of Technology
Bronze Cube
2020
The Webby Awards
Advertising, Media & PR | Brand Strategy
People’s Voice Winner
2020
AD STARS
Data Insights | Use of Data | Data Storytelling
Bronze
2020
AD STARS
Interactive | Use of Interactive | Use of Social
Silver
2020
AD STARS
Brand Experience & Activation | Use of Brand Experience & Activation | Other digital solutions in a promotional campaign
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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