As Gen Z drifts away from dating apps looking for more genuine connections, Mischief @ No Fixed Address is wooing them back to Tinder with the thrill they are craving. Tinder’s new Crush Feelings campaign, woos them with the euphoric rush of having a crush and makes Tinder where those emotional highs are made.

The campaign includes a new hub, Swipe Stories, dedicated to real moments of crush connections sparked on the app and the spots will also air across social and all major streaming services.

The launch coincides with Tinder announcing that it has made over 100bn matches to date. In 2004 users sent nearly 16bn Likes or Nopes on the app every week – proof, it says, that opportunities for crush-worthy sparks are happening regularly on Tinder.

“Gen Z is craving connection, but many haven’t yet felt the magic of a real crush,” stated Stephanie Danzi, senior vice-president of global marketing in Tinder’s campaign blog. “For a lot of young daters, Tinder is the first place they’ll experience that rush – the thrill, the chaos, the possibility. With Crush Feelings, we’re reminding them that those sparks aren’t just real, they’re what make dating fun in the first place.”

“Gen Z is redefining what dating looks like, and it’s rooted in authenticity,” she added. “They’re updating profiles more often, being open about their values, and bringing their whole selves to the app. Crush Feelings celebrates that shift – it’s about showing that the rush of a crush today isn’t just fun, it’s real, and it starts with being unapologetically yourself on Tinder.”