Tinder partnered with rapper Cardi B for Swipe Off, the dating app’s first competition in which American universities participated in a bracket-style competition of who could achieve the most right swipes. University of Massachusetts at Amherst beat 63 colleges to win, and the prize was a free Cardi B concert at the university’s Mullins Center in April. Cardi B performed at a branded stage in front of nearly 6,500 students. Experiential marketing agency Pen&Public produced the campaign.