This document outlines a strategy to rebrand Tinder to appeal more to Gen Z users seeking serious relationships. It proposes introducing features like "Light Mode" for exclusive dating and "Dark Mode" for non-exclusive dating. A key idea is launching "T-dates", which would allow virtual dating on Tinder using Snapchat to reduce risks and help users feel more comfortable ending a date if it is not going well. The goal is for Tinder to be seen as an option for both hookups and serious relationships by helping users find meaningful connections.

1. Tinder
Rebranding Tinder for Gen Z
By: Jasmin Reneau

2. Problem?
• There’s a perception that Gen Z
singles are on Tinder to have
one-night stands, not to make a
serious connection with
someone.

3. What do they
currently think of us?
• Gen Z singles believe that Tinder
is just an app for hook-ups.
What do we want
them to think of us?
• We want our consumers to know
that Tinder is not just an app for
hook-ups but also for serious
dating.

4. Who’s our competition?
• Our competition is other dating
apps that are more known for
seeking exclusive relationships
such as Hinge, Bumble, and
Match.com.

5. What is the single
most important idea
we need to
communicate?
• We want consumers to
understand that although Tinder
is used for hook-ups, It’s also an
app that can be used for serious
dating.
What is the best way
to communicate that
idea?
• To communicate our idea, we
must appeal to the consumers
who need to feel that their time
isn’t being wasted. We want
them to feel like they can obtain
a serious relationship from using
Tinder.

6. How do we know we’re right?
• We'll know we're right when consumers choose
Tinder as their go-to app for online dating.

7. Strategy

8. Light Mode vs Dark Mode
• Light Mode is set up for singles
who only want to use the app to
exclusively date.
• Dark Mode is used for singles
who are not looking for an
exclusive relationship.

9. Introducing T-dates!
What is T-dates?
• T-dates is virtual dating for
Tinder.
• Tinder will team up with
Snapchat to help execute these
T-dates
Why T-dates?
• We want remove the risk of
uncertainty.
• By using T-dates singles will be
able to remove the risk of being
catfished.
• Singles will feel comfortable
ending their date if they feel it
isn’t going anywhere.

10. How will it work?
• After connecting on Tinder, singles will begin chatting with their
match
• Once the matches have established an online connection via chat a
pop-up screen will appear asking if they would like to set up a T-date.
• If they decline, the conversation will end at that moment and the
connection will be lost forever. If they accept, they will proceed to set
up a T-date with snapchat.

12. Thank You!