Advanced Tracking on a Global Scale.
Making the most of data from a huge digital ecosystem.
When a spark is no longer enough, it’s time to reignite the flame. In a saturated market and with a narrow perception of its role in relationships, Tinder needed to reconnect with its audience in Spain and prove it’s more than a dating app: a starting point for whatever comes next.
More than just a dating App.
Tinder is the quintessential dating app, but in Spain it faced several challenges: an increasingly saturated market with competitors, a small local team in need of 360º support, and a clear brand challenge: how to keep making a connection with its audience in an ever-more competitive market.
The prevailing perception was that Tinder was for hooking up, but it lost relevance after the first encounter. Under the concept “Tinder and whatever comes”, the brand sought to broaden its value proposition: not just finding a partner, but also friendships, travel companions, or even a new football team.
Experiences that make a match.
At Good Rebels, we helped reignite the flame with a comprehensive approach:
- Paid media & analytics: we designed optimised campaigns to strengthen Tinder’s presence and boost digital performance.
- Creativity and social content: we devised original actions that resonated with young audiences through culturally relevant insights.
- Experiential activations: we took the brand beyond the app, creating moments that connected the online and offline worlds.
Two campaigns became true cultural magnets:
Tinder Tarot.
Inspired by millennials’ and Gen Z’s fascination with tarot, we created an exclusive deck that reinterpreted traditional symbols with icons from digital culture: the red flag, ghosting, and the cowboy. The launch included a large-scale giveaway and a live reading with influencer Serena Pardo. This initiative ensured that Tinder was present not only at the start of relationships but also throughout everything that could follow, sparking conversation and engagement on social media.
Flame Bar by Tinder.
The strategy was cemented with Flame Bar by Tinder, a 360º campaign that transformed Sala Equis in Madrid into a meeting space during a summer marked by a lack of events in the city. For three days, attendees could enjoy afternoon gatherings, bespoke cocktails, a vermouth masterclass with well-known influencers such as @whereisleto, and use coloured wristbands to indicate what they were looking for at the event… summer love? new friendships? With Tinder, anything is possible.
The 360º campaign included influencers, PR, creative OOH (including a billboard that was literally on fire) and social content, reaching 4.6 million people, generating 14.5k interactions, selling out the merchandise, and filling all event spaces.
Our collaboration enabled Tinder to strengthen its positioning in Spain, shifting from being seen solely as a hookup app to a brand capable of creating experiences with real impact, both on and off-screen.
