News about Tinder’s interactive game came out mid-September. The details were scant. Project X was to be set on the eve of the apocalypse, forcing characters to choose who they want to spend their last night with. Underlining the swiping function that made Tinder famous, the series would feature interactive components.
The first-person, apocalyptic adventure has launched. it’s called Swipe Night. At key turning points, Tinder members decide what happens to them next. Their choices both dictate the story and impact who they match with and what they will chat about once the journey ends.
“With more than half of Tinder members are Gen Z (18-25), we’ve built an entire experience that speaks their language. We can’t think of a better way to break the ice than over emojis and the apocalypse,” Tinder stated.
The adventure is currently available only to US users. Every Sunday in October at 6pm, a new part of the Swipe Night adventure takes place live inside Tinder. Any active US Tinder member has the chance to experience the apocalypse with others. Each release of the Swipe Night adventure is only available for 6 hours.
Swipe Night follows a group of friends led by the player and played by Angela Wong Carbone (Chinatown Horror Story), Jordan Christian Hearn (Inherent Vice), and Shea Vaughan-Gabor. As the story unfolds, the player faces moral dilemmas and practical choices, with only seven seconds to decide and no going back. After each Swipe Night story release, critical choices will be added to members’ profiles, showing which decisions potential matches did or did not make.
“Seven years ago, Tinder revolutionised the way we meet with the invention of its Swipe feature. Now, with Swipe Night, we’re proud to be pushing the envelope again, by letting people connect in ways they can’t anywhere else. The level of innovation, interactivity and immersiveness in the Swipe Night adventure is unprecedented in the dating space, and we’re excited to continue experimenting with new ways to connect on the Tinder app,” stated Tinder chief executive officer, Elie Seidman.
The adventure, which combines storytelling and Tinder’s Swipe features, was created by 72andSunny Los Angeles, Drake’s go-to music video director, 23-year-old Karena Evans, 2019 BET AwardVideo Director of the Year and writers, Nicole Delaney (Big Mouth, Netflix) and Brandon Zuck (Five Points, Facebook Watch).
Swipe Night pioneers responsive, streaming video in Tinder as well as offering a new way to use content to start conversations.
“More than half of Tinder members are Gen Z, and we want to meet the needs of our ever-evolving community,” explained said Ravi Mehta, Tinder’s chief product officer. “We know Gen Z speaks in content, so we intentionally built an experience that is native to how they interact. Dating is all about connection and conversation, and Swipe Night felt like a way to take that to the next level. Our hope is that it will encourage new, organic conversations based on a shared content experience.”
Agency: 72andsunny Los Angeles
Production Company: M Ss Ng P Eces
Director: Karena Evans
Director of Immersive: Mike Woods
Colour & VFX: MPC
Mix And Sound Design: Q Department
Story: created by and written by Nicole Delaney & Brandon Zuck
Executive Producers: Nicole Delaney & Brandon Zuck