Tinder
In a world of curation and pre-programmed decision making, Tinder is the dating app that gives you the most freedom to make your own choices. Their reputation precedes them at times, so we had to find another way to get their message across to their younger target audience. Instead of pointing out how Tinder gives them this freedom, we want to get them to think about what life would be like without it…
How would you feel to discover you lived in a world where every single choice you made was curated for you?
Note: The password for all linked items is adteam21
The Choice Is Yours trailer and other movie promo will run across their own social channels to gain interest for the upcoming premiere.
On Spotify, The Choice is Yours will create an “anti-curated” mix for users to discover new music. Even the current “Discover Weekly'' playlist Spotify creates for users is curated to show music that is similar to what they’re already listening to. This mix is a way for them to discover something totally new.
On Snapchat, we created a custom filter that goes along with the theme of the movie. Users blink their eyes to change the color of their shirt, revealing new options they couldn’t see before.
The Premiere. All of this promo was leading up to something… but a full length film isn’t it. Instead we released an extended cut of the trailer that reveals the true voice behind the campaign.
After the reveal, the promo content will shift to reveal Tinder as the voice behind the movie. The Choice Is Yours becomes our tagline, driving home the true benefit Tinder offers.
From the movie’s landing page, fans can find one of our interactive executions in partnership with Taco Bell. Using AR, customers can look through the ‘lens’ of their phone camera to reveal more options to choose from on the Taco Bell menu.
We partnered with WaZe GPS to show users different routes to get to their destination. Keeping the commute within 5 minutes of the original routes, users can take the road less traveled without worrying about being late.
We also partnered with Delta Airlines to create a study abroad sweepstakes for college students in efforts to help them see more of what’s out there.
ADs: Bentley Harden, Sidney Fortunato, Chesney Jensen, Laney Davis
CW: McKenzie Woodall