SAN FRANCISCO (awp / afp) – The Tinder Dating app will broadcast an interactive video series where each of its users can be the hero who decides on the next story that will also affect their own love story.
As of October 6, Tinder's American members will have access every Sunday night of the month to a section of "Swipe Night", which tells an apocalyptic adventure, according to a statement released on Friday.
"As the story evolves, you will face moral dilemmas and crucial choices, with only 7 seconds to decide, no return possible," says Tinder
Similar to users looking for dating "sweeps" on one side or the other on their smartphone screen other members they want to meet or not, they In this series you make swipes to decide what turn the episode will take, for example, to run away or save other characters, for example.
The concept is not new, neither in literature nor in video series, but in Tinder's case, users' decisions will be displayed in their profile after the section, and the app will have additional information to suggest people they may be interested in.
"Their choices dictate that story more. They also affect their potential compatibility with others," says Tinder.
Assuming that interactivity and content hold users' attention, which is crucial to their business model, for many platforms and networks anymore. media is increasingly investing in formats that mix entertainment and reaction.
This week Facebook generalized the opportunity for advertisers to integrate elements of interaction into their ads, such as polls, games or augmented reality to see if a lipstick color fits the user's skin, for example
But this is the first time that Tinder has dared to produce original content in vertical format with actors Angela Wong Carbon, Jordan Christian Hearn and Shea Gabor
Match Group, the owner of dating services in the Meetic and Tinder line, intends to specifically address young people between the ages of 1
"We know that the generation of Z & # 39; s expresses content, so we wanted to build an experience that fits his way of interacting," said Ravi Mehta, Product Manager at Tinder.
In 2018, the app had 57 million users worldwide, according to the Business of Apps website
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