72andSunny and Tinder are acknowledged for “Swipe Night time” marketing campaign that remodeled the fashionable digital courting expertise
NEW YORK, June 25, 2021 /PRNewswire/ — MDC Companions (NASDAQ: MDCA) company 72andSunny has been awarded the Leisure Grand Prix at this 12 months’s prestigious Cannes Lions Worldwide Pageant of Creativity. The Grand Prix – the best award stage an entrant can obtain in a single class – acknowledges 72andSunny’s extraordinary work with Match Group to launch its “Swipe Night time” marketing campaign, an unique branded content material expertise that has remodeled the courting expertise for thousands and thousands of customers.
The post-apocalyptic, choose-your-own journey expertise built-in quick video streaming into the app for the primary time in Tinder’s historical past. Every week, customers have been requested to swipe left or proper on numerous clips – selections that then decided who customers might match with sooner or later and supplied new dialog starters between potential pairs. By reshaping the affect of the repetitive “swipe,” 72andSunny gave the platform’s important motion new which means. “Swipe Night time” embodies the way forward for model advertising and marketing; digital, powered by unmatched creativity, and supported by rigorous information, insights, and analytics.
“Swipe Night time has had an unbelievable week on the Cannes Lions Pageant. We could not be prouder that the Leisure Jury chosen 72andSunny because the winner of its distinguished Grand Prix prize, following a number of Silver and Bronze Lions for the work in different classes,” stated Mark Penn, Chairman and CEO, MDC Companions. “The marketing campaign proves the real-world affect of selling that marries best-in-class inventive expertise with trendy know-how and additional validates the investments we’ve made at MDC in empowering our businesses to drive innovation for his or her purchasers.”
The affect of Swipe Night time on Tinder’s person base is unmistakable: the marketing campaign earned 4 billion impressions, and drove a 26% improve in matches between customers over a typical Sunday night time. The sequence garnered larger viewership than a few of tv’s hottest exhibits, comparable to Saturday Night time Dwell and ABC’s The Bachelorette, and its premiere drew 4 occasions the viewership of the pilot episode of HBO’s Gen Z hit Euphoria. Total, Swipe Night time boosted Twitter engagement by 1,640%.
“Swipe Night time channels Tinder’s spirit of spontaneity to rework what the courting expertise appears to be like like for the fashionable person and we’re thrilled to see it obtain a Grand Prix for Leisure at this 12 months’s Cannes Pageant of Creativity. This work was additionally acknowledged in a number of different classes together with Media, Digital Craft, Cellular, Model Expertise & Activation and Social & Influencer,” stated Matt Murphy, World Co-Chief Artistic Officer & Associate, 72andSunny. “We’re so happy with how our work confirmed up for all of our model companions. It is a true testomony to the relationships we have constructed and the deal with making creativity that wins.”
Ranked 6th in The Drum’s 2020 World Artistic Rankings, “Swipe Night time” has additionally gained accolades throughout most of the business’s high award exhibits for its inventive use of know-how, information, and branded content material, together with the 2020/2021 Clio Awards, the 25th Annual Webby Awards, the 2021 D&AD Awards, The 2020 Cresta Awards, ADC 100th Annual Awards, 2020 AICP Put up Awards, 2020 ANDY Awards, Adweek Experiential Awards, Epica Awards, 2020 Gerety, and 2020 One Present, amongst others.
About MDC Companions
MDC Companions is without doubt one of the most influential advertising and marketing and communications networks on this planet. As “The Place The place Nice Expertise Lives,” MDC Companions is widely known for its modern promoting, public relations, branding, digital, social and occasion advertising and marketing company companions, that are liable for a number of the most memorable and efficient campaigns for the world’s most revered manufacturers. By leveraging know-how, information analytics, insights and strategic consulting options, MDC Companions drives inventive excellence, enterprise progress and measurable return on advertising and marketing funding for over 1,700 purchasers worldwide. For extra details about MDC Companions and its accomplice corporations, go to our web site at mdc-partners.com, join investor-related updates and alerts, and comply with us on LinkedIn.
72andSunny is a world inventive company that believes unignorable creativity is probably the most highly effective power in enterprise. With places of work in Amsterdam, Los Angeles, New York, Singapore and Sydney, 72andSunny is on a mission to develop and diversify the inventive class. 72andSunny has been acknowledged as one in every of Quick Firm’s Most Modern Firms for 2 years in a row and is a two-time “Company of the Yr” winner for Promoting Age and Adweek. For extra info, go to 72andSunny.com.
SOURCE MDC Companions Inc.