Tinder Launches “Crush Feelings” Campaign and Swipe Stories

Tinder has unveiled its latest campaign, “Crush Feelings”, that dramatizes the whirlwind emotions of modern dating. Tailored for a Gen Z audience, the campaign leans into the euphoria, humor, and chaos of crushing – riffing on moments such as melting into a puddle of feelings or being left tongue-tied when a crush replies.

As part of the launch, Tinder has introduced Swipe Stories™ – a fresh storytelling hub showcasing real user moments when crushes sparked on the platform. These narratives reinforce Tinder’s message that emotional highs are not only frequent but deeply memorable.

Tinder’s internal data informs the campaign’s context: it reports more than 100 billion matches to date, and in 2024 alone, users exchanged nearly 16 billion Likes or Nopes every week. The app now sees Gen Z updating their profiles and photos nearly twice as often as millennials, highlighting their openness to exploring identity and deeper values as part of building relationships and finding people that they can crush on comfortably.

Created in collaboration with Mischief @ No Fixed Address, the campaign uses surreal visuals – such as glitching brains or whirlwind restaurant dates – to try and capture the feeling of being so infatuated with another person. The campaign itself has launched as of August 25th, placed across social media and all major streaming platforms

Stephanie Danzi, Tinder’s SVP of Global Marketing, emphasizes how the rush of a crush often begins with being unapologetically authentic: “For a lot of young daters, Tinder is the first place they’ll experience that rush – the thrill, the chaos, the possibility… Crush Feelings celebrates that shift. It’s about showing that the rush of a crush today isn’t just fun, it’s real.”