Tinder adds ‘festival mode’ to bond before gigs and events – TechCrunch
Tinder is today launching a new feature called Festival Mode designed to help users get online ahead of their plans to attend concerts or larger music festivals, like The Governors Ball, Bonnaroo, Stagecoach, EDC Las Vegas and more. . The feature was designed in partnership with live entertainment company Live Nation as well as event producers AEG Presents and Superstruct Entertainment, whose upcoming events will now be included in the new Festival Mode feature available in Tinder Explore.
Launched last September, Tinder Explore is the dating app’s home for its growing range of social features, including ways to connect with others based on interests, a quick chat feature that allows members to interact before a match is made, and the “Sweep the Night” interactive video series, among others. The section also serves as a place where Tinder can try out more experimental features without having to revamp the overall design of the ‘application.
When it comes to Festival Mode, the company points to the survey data that inspired it to create the new feature. He learned, for example, that 1 in 3 singles plan to attend a music festival or concert in 2022, and that 64% of singles said they enjoy meeting new people while attending music events in direct. Additionally, more than 3 in 5 users (61%) said they had become friends (or more) with someone they met at a concert or festival, according to Tinder. (His survey of more than 2,000 adults was conducted online in the United States by The Harris Poll on behalf of Tinder for a week in April.)
“Music is a universal language and the number one interest of Tinder members globally. Many of our members are excited to return to in-person events. We wanted to tap into that excitement and give them a head start to meet someone new ahead of one of the biggest festival seasons in years,” Kyle Miller, vice president of product innovation at Tinder, said in a statement. “Festival Mode gives you a chance to get back on track, meet new people and make friends before heading to the festival grounds. It’s a great, low-pressure way to reconnect with the real world. »
To use this feature, Tinder members will be able to select the various festivals they plan to attend and can then start matching with others who are also going as early as a month before the show. Festival Mode will also include a “Festivalists” area for those who don’t have their particular festival listed or who are generally fans of festival culture and want to interact with other like-minded people.
The feature will launch with support from 20 festivals around the world, including Bonnaroo, EDC Las Vegas, EDC Orlando, Hard Summer, Lovers & Friends, Stagecoach, and The Governors Ball in the US. Internationally, Tinder will offer festival mode for the festival of the falls. , Festival X and Splendor in the Grass in Australia; All Points East and American Express present BST Hyde Park in the UK; as well as Lollapalooza in Paris, Berlin and Stockholm; Parookaville (Germany); Sziget Festival (Hungary); Palmesus (Norway); Sonar (Spain); and Vunzige Deuntjes Festival and Milkshake in the Netherlands.
The timing for the new feature, of course, comes just before what some hope will be a relatively normal summer, pandemic-wise, as Covid deaths decline. Or, as The Atlantic put it, it will be the “Hot Vax Summer Redux”. (That might not be the case, though.) Either way, event planners expect attendees to keep coming back, and Tinder has seen a way to capitalize on that.
Festival mode is one of the few major new Tinder products to launch following the failure of parent Tinder’s Match to fourth-quarter revenue after supporting virtual ‘blind dates’ and a background check feature. Although the company posted revenue of $806 million in the quarter, led by flagship dating app Tinder, it fell short of Wall Street expectations of $819 million. Earnings per share were down ($0.60), down from $0.50 in the year-ago quarter, and behind estimates of $0.53.