Background

With tens of millions of members and billions of profiles viewed every day, Tinder already operates at scale. We expected to exceed our normal traffic levels with the launch of Swipe Night, an interactive, apocalyptic-themed in-app video experience. The first episode was launched in the United States on Sunday, October 6th between 6pm and midnight local time. Normally we launch features with a gradual rollout by first releasing to a smaller market. However, this was not an option given the secrecy and the desire for the experience to be immediately available during the time window.

We planned to send multiple…

Danielle Zegelstein

Pizza enthusiast.

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