Tinder is also part of the Love Island USA Villa pop-ups, which took place in Austin on July 22 and will head to Nashville for July 29.

The pop-up serves as an interactive photo opp, leaning into Tinder’s “It Starts with a Swipe” campaign. Overall, the activation is part of the broader partnership between Peacock and Match Group, giving companies opportunities to leverage Peacock original programming and Match Group’s user base.

Bottom line

The new activations look to bring even more value to the audience on Peacock, which NBC recently revealed added 2 million subscribers in the second quarter, growing to 24 million overall.

Fan engagement has always been a strength for NBCUniversal, with tentpole events such as the fan convention BravoCon being a big draw for marketers during the company’s upfront talks.