Between interactive missions, special awards and surprise activations, the participants of Carnatinder gained access to Tinder within the game, and used the application to match with other users in the event. The entire action was streamed live on YouTube through the festival’s headliners channels and also by a squad of gamer influencers via Twitch.
After Tinder’s success at Carnaval 2020 and the official postponement of Carnaval 2021 due to the pandemic, how could we create a proprietary Tinder moment to bring joy and connection to those who, however thirsty they were for Carnaval, would be obliged to stay at home?
The answer: by creating an innovative campaign with all of the traditional Carnaval setting into Cidade Alta, a GTA (Grand Theft Auto) server, hosting the first music festival in the ecosystem in history.
In listening analyses, it became very clear that the audience, especially Generation Z (Tinder’s target audience), was thirsty for a moment of entertainment. A moment well deserved after extremely trying times of confinement at home.Where else could you create such a vivid, interactive and free experience than in the virtual world of games? That was the insight.
In this scenario, we created an innovative campaign with all of the traditional Carnaval setting into Cidade Alta, a GTA (Grand Theft Auto) server, hosting the first music festival in the ecosystem in history. Gamers followed the shows and were able to match within the game through their avatars, hundreds of streamers live streamed on Twitch and millions of people were able to watch the shows on YouTube through channels like Giulia Be, Luiza Sonza, Monobloco and Léo Santana.
Studio: Adventures Studios
Director: Bruno Duarte
Executive Producers: Olívia Chiesi e Murilo Saroldi
Production Coordinator: Luiza Richer
Post Coordinator: Guga Nascimento
Editor: Duda Casoni