AFL star Bailey Smith and a Squad of Creators team up for Tinder’s new ‘Double Date’ campaign via Akcelo, Amplify, Alley and alt/shift/

Tinder, the dating app that has revolutionised how people meet, is redefining modern dating once again with the launch of Double Date – a brand-new feature that lets users pair up with a friend and match with other pairs, creating a low-pressure, group-first way to explore the world of dating side by side.  To celebrate, Tinder has brought together a dynamic cast of creators for its latest campaign, fronted by AFL star and Gen Z icon Bailey Smith. The campaign has been developed in partnership with Akcelo, Amplify Activate, Amplify, Alley and alt/shift/.

With his best mate Angus in tow, Bailey leads the social-first Double Date campaign, showcasing the feature’s group-first energy through cheeky banter, podcast cameos and social-first content. Together, the pair bring humour, warmth and serious “best mate” energy to the dating app’s newest innovation.

“Tinder’s Double Date is a fun way to mix things up,” says Smith. “I’m always with the boys, so bringing them along makes meeting people way more relaxed. I’m giving it a go with my best mate, so match with us and we’ll see you in the group chat.”

Joining Bailey in the campaign are some of Australia’s most exciting Gen Z voices and online personalities, including content creator duo Pheveya and Ella, comedic creators Georgia Productions and Gracie Lane, and We Mean Well podcast hosts Jack and Lu. The cast brings authentic friendships, offbeat chemistry and chaotic group chat energy to life, proving that dating with your BFF is more fun. The campaign also includes an integration with the We Mean Well podcast.

Says Kristen Hardeman, Country Director at Tinder in Australia: “With Double Date, we’re tapping into how Gen Z actually dates – socially, collaboratively and with a sense of fun. We’re excited to have Bailey Smith onboard to try out the new feature – we know there are plenty of young, single Aussies that will be hoping to come across his profile on Tinder!”

This new feature mirrors how dating is evolving. According to research conducted by OnePoll for Tinder prior to the launch of Double Date, 53% of Australians have already been on a double date, and 74% say they’d be open to double dating. The launch taps into a cultural shift where humour, connection, and social support are shaping modern dating norms.

Early testing of the feature in key markets has shown strong engagement from users, showing women were three times more likely to Like a pair than they were individual profiles, and match rates have been significantly higher for those using the feature. Similarly, individual users sent 35% more messages in Double Date conversations compared to typical one-on-one chats.

Tinder’s Double Date feature is now live in Australia. Check out Bailey’s own Instagram post and head to Tinder’s local Instagram (@tinderau) over the next few weeks to see some of the campaign videos featuring Bailey and more.

How Does ‘Double Date’ Work?

Activating Double Date is simple and fun. One tap. Two friends. Double the fun:

• • Invite Friends To Pair Up: Tap the Double Date icon in the top right corner of the main card stack screen, then select up to three friends to create a pair with.
• • Match Together: Scroll through your main card stack and Like the Double Date pairs that match your energy.
• • Only One Like Per Pair Needed To Kick Things Off… And Boom! If there’s a match, a group chat is created.
• • Make Plans with Low Pressure: Limit the small talk and stress. Because dating shouldn’t feel like a job interview.

Marketing and Communications – Tinder
Creative & Talent – Akcelo & Amplify Activate
Social rollout – Amplify
Media – Alley
PR – alt/shift/

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