Tinder
Swipe Off 2023
Project Overview
CJ Welch, Co-Founder and Executive Producer at RareForm, spearheaded the Tinder Swipe Off Concert 2023 during his time at Archrival. This project aimed to enhance engagement with the Tinder U product through a swipe-off contest, culminating in an exclusive concert experience for the winning school.
Approach
At Archrival, CJ Welch led the project by organizing a standout event in the 2023 Tinder College Program. His responsibilities included collaborating with creative teams—graphics, venue, audio, video, lighting, and talent—to ensure a seamless production. CJ directed the show's operations, coordinating with the Client-Creative Director and exceptional AV/production crews to bring a full-scale production to life.
Objectives
The primary goal was to enhance engagement on the Tinder U platform by leveraging the allure of high-production live music performances, top-tier talent, and exclusive experiences. This approach aimed to solidify Tinder's position as the preferred platform for meaningful connections among Gen Z students.
Studio Member Collaboration
Member: CJ Welch
Agency: Archrival
Role: Executive Producer
By offering a unique and memorable event, the Tinder Swipe Off 2023 solidified Tinder's presence on college campuses.
Heightened Brand Awareness: Performances by Saweetie and Baby Tate attracted a large audience, contributing to heightened brand awareness and user engagement for Tinder U.
Annual Event Establishment: The "Swipe Off" became an eagerly anticipated annual experience for Tinder University schools, further enhancing brand loyalty and affinity.
Significant Media Attention: The event garnered substantial media coverage, increasing engagement from the target demographic.