Objectives

Tinder and Edge® teamed up to give Millennial men a competitive edge in the dating world.

Our three goals:

1) Create buzz for Edge®'s spokesmodel, Nina Agdal, by inviting men to Swipe Right for their chance to meet Nina at Sports Illustrated's Swim Fest

2) Debut Nina's Edge® Shave Gel bikini on Tinder, her tips for getting more Right Swipes, and behind-the-scenes access to her Edge® bikini shoot

3) Maintain Edge®'s momentum and drive men to view behind-the-scenes content from Nina's shoot

Strategy and Execution

1) An Edge®-branded profile for Nina Agdal stopped men in their tracks on Tinder by giving them a once-in-a-lifetime chance to get close with Nina—just by Swiping Right to enter! The grand prize included a trip for two to Sports Illustrated's Swim Fest, a close shave from Nina, a night out with models and celebs, a chef testing, and a VIP concert from Miguel and DJ Diplo.

2) Nina debuted her Edge® bikini on Tinder with her own Tinder profile. But that's not all—Nina's profile gave men dating tips taken from Tinder's proprietary data, and drove users to view behind-the-scenes content from Nina's Edge® bikini shoot.

3) Tinder kept the momentum going, leveraging short, playful, and eye-catching videos from Nina's Edge® shoot to drive users to view more behind-the-scenes content on Sport's Illustrated's site.

Results

The results put us over the edge!

- 250K sweepstakes entries, meaning 9.42% of served users entered the sweepstakes

- 189% more Right Swipes than average for Nina's Tinder profiles

- Video CTR was 5X above average

- 845M total press impressions

Media