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.