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From the 14th Annual Shorty Awards

Swipe Night: Killer Weekend

Winner in Mobile Campaign

Gold Honor in Vertical Video

Silver Honor in Online Event/Activation


Tinder’s Swipe Night is a groundbreaking and highly-acclaimed interactive entertainment platform designed to give Gen Z new pathways to connect through content; it paved the way for social entertainment experiences on Tinder, which have since become a popular way for members to match.  

In creating the second season of Swipe Night, we set out to push the limits of ‘entertainment with purpose’—to innovate, not just iterate, in terms of the value we could bring to Tinder members. Our challenge to ourselves: make Swipe Night so immersive that it doesn’t just engineer compatibility, but accelerates deeper moments of connection throughout the experience.

Strategy and Execution

Swipe Night: Killer Weekend is a Gen-Z whodunnit that plants you in an interactive first-person video experience with a complex group of friends—when a murder takes place, everyone is a suspect (even you); your choices dictate different outcomes, clues and plot twists. The experience is rich with data-powered personalization (eg, seeing your Tinder profile on a character’s phone). Then, at the end of each of three episodes, you choose a suspect and are paired with another member who chose someone else. Using the new fast-chat feature, you debate your reasons, go back to analyze clues, and conspire to unravel the whodunnit together. This blurring of boundaries between IRL and digital creates a highly-immersive experience and accelerates human connection. After all, you’re not just bound by a shared experience, but by a shared goal: solving a murder.


Our immersive approach pulled members down the Killer Weekend rabbit hole. Among the millions of members who completed Episode 1 globally, over ⅔ came back for Episodes 2 and 3. Completion rates were over 30% higher than the first season of Swipe Night supercharging opportunities for connection.


Video for Swipe Night: Killer Weekend

Entrant Company / Organization Name

72andSunny, Tinder

Entry Credits