Tinder partners with Splendour in the Grass to launch ‘Festival Mode’

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Global dating app Tinder has revealed it will launch its popular ‘Festival Mode’ app in Australia as part of a new sponsorship deal with local music festival Splendour in the Grass.

Festival Mode is designed to make it easier for users to swipe and connect with fellow festival goers.

Festival Mode will begin rolling out on Tinder in Australia on June 21, with users able to add a Splendour in the Grass ‘badge’ to their profile.

When Tinder users add the Splendour in the Grass badge to their profile, it also means ‘I expect respect’, with the brand dedicated to ensuring user safety.

“With this feature, we are redefining the festival experience by enabling our users to make new connections before even stepping through the turnstiles and pitching their tents,” Tinder Australia country manager Kristen Hardeman says.

“We’re pumped to be partnering with Splendour in the Grass and are excited to see how Tinder’s new feature helps people find their crowd this winter.”

Tinder’s presence will extend beyond phone screens, as the app will also be producing on-site activations at the festival

The agency behind Splendour, Secret Sounds, continues to ramp up its major partnerships, as the annual Byron Bay music event expands its sponsorship opportunities.

Secret Sounds business director Andy Walsh previously described the festival as a “unicorn of sorts”, adding that the event is not limited solely to the three-days itself.

He says the agency has worked with its digital partners to create a multi-channel platform that allows brands to engage with fans right up until the festival weekend and in the months following.

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“We are seeing a wide range of major brands working with Secret Sounds Connect to create strategic brand programs to light-up human emotions and engage a massive national audience,” Walsh says.

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