Tinder evaluated whether its colorful “It Starts With a Swipe” transit campaign in Los Angeles generated app downloads. The six-week program ran from March 13 to April 23, 2023, across the San Fernando Valley and Westside using five full bus wraps, 110 king-size ads, and 637 tail ads. StreetMetrics compared exposed and control groups. People who saw the campaign were 79% more likely to download Tinder, producing 1,045 downloads among the exposed audience. Tail and king formats had similar download rates of 0.8% and 0.7%, respectively. Although full wraps represented only 0.7% of the media plan, they generated 10.4 downloads per bus, twice the king rate and eight times the tail rate. By campaign end, the exposed group had three times more downloads than the control group.

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