SWIPE RIGHT

As part of the digital campaign on Tinder, we developed an interactive gamified experience, conceptually and visually inspired by the platform’s swipe logic. Users could choose between different concerts based on their appeal—swiping right for "like" and left for "skip." When they “matched” with a concert, they were invited to enter a prize draw for free tickets. But the experience didn’t stop at the ticket – for the winners, we organized a special pre-concert meet-up, in collaboration with the client, where participants could connect in person with other culture lovers who shared similar music tastes and a curiosity for new encounters.

Throughout the campaign, we focused on the familiarity of the user experience. Instead of promoting Festival Ljubljana with traditional cultural messages, we crafted a communication approach that spoke the language of the target audience. Tinder and social media ad formats adopted familiar terms—“swipe,” “match,” “date”—and turned them into opportunities for cultural discovery. The main message, “Meet at Festival Ljubljana,” felt like a natural extension of what young people are already doing on the platform: seeking connections, new experiences, and potential stories.

The visual design of the campaign was rooted in Tinder’s user interface, which we subtly reimagined in a festival context. Instead of personal portraits, the main roles were taken by concerts, venues, and the emotions these events evoke—a view from the concert hall, spotlight lighting, the closeness of the audience. The color palette, typography, and iconography stayed within Tinder’s visual language, ensuring immediate recognition, while creative twists introduced an element of cultural exclusivity. This created a dual effect: users perceived the campaign as familiar yet refreshing. Such an approach allowed the ads to blend seamlessly into the existing user experience without feeling intrusive—crucial for high engagement on a platform like Tinder.

User response exceeded expectations. Festival Ljubljana’s Tinder presence surprised and delighted the target audience, who perceived the brand as modern, bold, and fresh. Participation in the prize game was high, and feedback was overwhelmingly positive. Users reported feeling personally addressed, connected, and included. The core aim of the campaign was to present Festival Ljubljana as a contemporary cultural institution that fosters social connection and artistic exploration in a new and dynamic way. With this approach, we aimed to demonstrate that the Festival is in step with the times and actively seeking ways to reach various audiences, including the younger demographic, more effectively engaged through less conventional but highly relevant digital platforms.