The best part of Tinder isn’t on Tinder

Tinder, the world’s most popular dating app, launched a series of campaigns built around the idea that “The best part of Tinder isn’t on Tinder”. The campaign unveils the brand’s newest features - Group Hangouts, IRL Events, Double Date, Astrology Mode, and Music Mode. Brought to life by leading creative agency VIRTUE Worldwide, part of VICE Media, the campaigns span video, social, live events, and OOH, and arrive alongside Tinder’s visual evolution. VIRTUE Worldwide won Tinder’s Brand AOR pitch in the summer, and will continue to partner with them to launch more campaigns over the next year.

Driven by research in Tinder Year in Swipe 2025, which found 37% of young singles plan to embrace group or double dating in 2026, the campaign speaks to Gen Z's appetite for lower-pressure, social connections that move from DMs into real life.

To highlight Tinder’s five new features, the creative uses mixed media, hero films, and tailored spots starring Owen Thiele, Tove Lo, and Ken Eurich to show how bringing friends along makes dating more fun and leads to real-world chemistry. The campaign includes:
A Group Hangouts spot starring actor Owen Thiele: Thiele plays a mockumentary-style birdwatcher observing single groups coming together in a comedic, nature-doc-inspired spot.
An IRL Events after party featuring Tove Lo & Ken Eurich: At Tove Lo’s LA after party, creator Ken Eurich hosts a hidden "Between Us Girls" confession booth to get real-time dating tea from attendees.
The Hero Film & 15s Feature Spots: Shot on mixed media and set to Tove Lo’s "I'm your girl right?", the hero film brings the tagline to life, following friends transitioning from app notifications to real-life diner dates, roller rinks, karaoke, and group hangouts, highlighting all the new features on Tinder. There are also 15-second dedicated spots highlighting each feature separately stemming from the hero film.
“Dating today isn't about staring at a screen in isolation: it’s about bringing your friends along for the ride and making connections out in the real world,” said Devin Colleran, Senior Director of Global Brand at Tinder. “We’re building features around how Gen Z actually wants to date, from Group Hangouts to Double Date to IRL Events. By partnering with VIRTUE and Owen Thiele, Tove Lo, and Ken Eurich, this campaign introduces these new features in a way that is bold, fun, and impossible to ignore.”

“Tinder knows better than anyone that Gen Z is rewriting the rules of connection. Pairing that insight with VIRTUE’s cultural instincts was a natural fit," said Deepa Patel, Managing Director of VIRTUE Worldwide. "Translating in-app chemistry into authentic real-world moments alongside of them is exhilarating work, and this first campaign slate is just a preview of what we’re building together.”

“Tinder gets it: Gen Z wants dating to be social, low-stakes, and genuinely fun,” said Heather “McT” McTavish Perez, ECD at VIRTUE Worldwide. “Finding the right talent and pairing it with the right Tinder feature helped us connect the audience to the brand. It’s been exciting to work with Tinder again to introduce these features to the world.”

Owen Thiele added, “I will make friends with anyone, anywhere, so ‘bring your friends, meet someone else’s friends’ is the most ‘me’ feature Tinder could have. Meeting someone new is a lot less intimidating when your people are right there with you. If there’s a spark, great. If not, you still got a fun night out with your friends.”

The campaign is rolling out this month across video, social, live events and OOH.

More About Tinder’s Newest Features Highlighted Throughout The Campaign:
Group Hangouts: Lets friends connect with other groups beyond one-to-one matching.
IRL Events: Tinder-hosted gatherings that bring people together around shared interests.
Astrology Mode: Uses astrological compatibility to help explore potential matches.
Music Mode: Helps people discover matches through shared music taste.
Double Date: Lets two friends pair up and match with another pair.