Swiping dating apps are staggeringly ineffective at helping people find relationships. HINGE, one of the first dating apps, sought to do away with the commonplace swiping feature in their relaunch. Operating with a small media budget, Hinge’s strategy was to create a branded content piece that would generate PR to increase awareness, increase downloads and hopefully increase brand love.
Hinge’s strategy was to “Get Past the Games” and so we designed a world of relentlessly swiping near zombie-like daters in a dystrophic carnival.
- 15% increase in new members every month after the launch
- Doubled user base in 6 months
- 300 media outlets covering the relaunch and branded animation
- Switched from free to $7/month subscription model