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Tinder hooks up with NSW festival for Aussie launch

Dating app Tinder has struck a partnership with the organisers of the Splendour in the Grass festival in the Australian state of New South Wales.

Under the deal with Splendour in the Grass’ operator, Secret Sounds, Tinder’s ‘Festival Mode’ will be launched in Australia for the first time, having been tested out at 12 music festivals across the US and UK since the start of May.

Festival Mode, which has been designed specifically to enable users who are attending the same festivals to hook up, will launch in Australia on June 21, around a month before Splendour in the Grass takes place at the North Byron Parklands near Byron Bay from July 19-21.

The partnership with the festival has been described as a sponsorship deal, with Tinder planning on-site activations, while Tinder users able to add a Splendour in the Grass ‘badge’ to their profile to alert other users that they will be attending.

“With this feature, we are redefining the festival experience by enabling our users to make new connections before even stepping through the turnstiles and pitching their tents,” Tinder Australia country manager Kristen Hardeman said.

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