A PR event merges social media culture with dating insights, all while offering a taste of free cocktails and snacks.
Samantha Chan, a Pulitzer Prize-winning critic of PR events, shares her unique insights on various platforms, including LiveJournal, her TikTok drafts, and WhatsApp statuses. She is also a contributing critic for HardwareZone’s renowned Eat-Drink-Man-Woman section.
As I arrived at The Herencia building along Kim Yam Road, a refreshing 7-Eleven chuhai was awaiting me. This marks my first in-person event in a while. My editor-in-chief hands me the can, and I quickly down it within 20 paces toward Crane Living, where the Tinder: School of Swipe™ ‘open house’ commenced 15 minutes prior.
The contrast between the term ‘open house’—traditionally inviting all visitors—and the actual setup of this invite-only gathering featuring Singapore’s online dating elite, including Tinder representatives, an intimacy coach, a cybersecurity expert, TikTok influencers in their early 20s, and SGAG staff, struck me. And here I am, RICE’s self-proclaimed PR event critic-at-large.
The invitation suggested an “all things varsity” dress code and promised a “back-to-school-inspired cocktail and buffet.” The event delivered on both counts, albeit with a twist. Only one guest donned a varsity jacket, a relic from another event five days earlier. The cocktail was indeed memorable.
We delved into discussions about how online dating often leaves our unspoken expectations unmet and how it fosters lofty fantasies that are constantly interrupted by reality. I was not expecting such profound reflections at a simple Wednesday evening PR event. Color me impressed.
My primary objective at any event I attend is to collect as many freebies as possible. I immediately head to the bar to redeem my single drink token. The bartender skillfully prepares my cocktail. The room around me felt somewhat sparse, with attendees who looked the part of ‘social media’ influencers mingling about, posing for photos on a couch adorned with a neon Tinder sign.
Originally advertised as a service to “snap a winning profile pic” by a “pro photographer,” I pondered who would post a picture of themselves at a Tinder event on Tinder, akin to a Tinder enthusiast. Is it appealing to declare your love for Tinder while actively using it? At least there was a friendly photographer capturing the moment and printing photos.
I received my lightly-alcoholic beverage, a delightful blend of sweet Marigold juices with a sprig of herb (7/10). Quite impressive.
The highlight of any event, of course, is the hors d’oeuvres (pronounced whores-dee-ors). Fellow attendees feign indifference as they circle the spread—amateurs. Rule #1: Attack the Free Canapés like Moms at Ikea on a Saturday Night (AFCMIRSN).
Out of the corner of my eye, I spotted another visionary—Qilah, a TikTok star known for her captivating presence. She appeared to be alone, perhaps a bit awkward. Why was no one attending to this VIP? I approached her.
(In the back of my mind, I contemplated the event organizers’ PR strategy: luring influencers with the promise of free food and drinks to encourage them to post about the Tinder event, thereby boosting awareness of an already popular app on their socials. Was it about clout points for being at an exclusive gathering? Or the aesthetic allure of the event? I digress.)
Qilah smiled and joked that she was only there for the free food, feeling apprehensive about approaching the hors d’oeuvres herself. I quickly recognized her potential—a budding Event Aficionado full of untapped energy.
I insisted my new protégé join me at the food spread immediately. For starters, we sampled chicken coronation salad boats (6.5/10), mini otah toasts with pickled cucumbers (8/10), and salmon rillette tartlets (3/10). Nothing particularly inspired, save for the artistic plating of the poultry. Chicken on boats? The art direction dripped with symbolism, I must say.
We sat in eager anticipation with our Marigold pomegranate (unconfirmed) juice cocktails and hors d’oeuvres in hand. The event introduced Tinder’s latest initiative (School of Swipe), aimed at helping young adults in Singapore navigate online dating. The website is filled with helpful tips, including ice-breaker prompts like “Which ice cream flavor is a vibe? Chocolate, Matcha, or Salted Caramel?”
To be frank, I felt slightly out of my depth. In my years of event critique, I had never encountered such cerebral performance art. The audience was captivated. A lady in the front row was texting on Facebook Messenger, likely updating her influencer friends about the event. Word-of-mouth remains the pinnacle of organic marketing!
For entertainment, we enjoyed two skits produced by SGAG that parodied Netflix dating reality shows, Love is Blind and The Square. The humorous references to ‘ACS boy’ and ‘NS boy’ stereotypes provided a refreshing take.
I needn’t emphasize how the pandemic has spawned a generation of young singles seeking authentic connections. We also received valuable insights from intimacy coach Dr. Angela Tan on improving communication skills and a crash course on online dating safety from Dr. Anuradha Rao.
“Never take advice for matters of the heart,” said no one. It’s 2022, after all. Online dating has become tactical; it involves fine-tuning your picture selection, conducting prior due diligence on LinkedIn for potential dates, and avoiding spontaneity. Always remember to “take your time to get to know the other person” and to “snuff out the red flags” before meeting, they advised.
Might I suggest a casual video call to discuss crucial questions like: “Do you believe the short duration of your previous relationships indicates an inability to be truly vulnerable? Or perhaps it suggests childhood trauma resulting in commitment issues?”
After the online dating think tank session, I mingled with the guests. I spoke with some influencers (or so I thought) who lamented the lack of free alcoholic drinks, expressing that they “expected this to be more like a party.”
We were likely overheard by a PR rep who informed my new acquaintance that if he wanted additional drink tickets, he could simply ask at the front desk. I followed, uninvited, and we secured more drink tokens without issue. She held a sizable stack meant for invitees who didn’t show up. Overall, I ended up with four (free) cocktails. Success!
Now, let’s discuss ancillary activities. In my humble opinion, the organizers displayed a keen understanding of the Gen-Z mindset. They seemingly attracted influencers with the prospect of a ‘fab makeover.’ In reality, a person armed with a curling iron and another braiding ribbons into attendees’ hair occupied a room off the main space.
A piece of advice for PR professionals: Zoomers are all about Irony Irony Irony. A pretty curl won’t fool anyone. Nonetheless, attendees eagerly participated—a clear sign that we all long for in-person experiences. The queue for a temporary jaguar tattoo station was the most popular activity, transforming that corner into a vibrant co-working space where influencers could take selfies, film TikToks, and generally amplify their clout while waiting.
Ultimately, these events are a cost-benefit analysis game, with brands and influencers as willing players. In summary:
Ratings
Food: 7/10 (additional 5 basis points for being free)
Drinks: 5/10 (points deducted for being juice from concentrate)
Activities: 3/10 (my internal dialogue proved to be the most entertaining aspect of the event)
People: 10/10 (absolutely delightful anthropological specimens)
Free Stuff I Obtained or Procured
Canapés
– Salmon tartlets (reminiscent of Polar egg tarts)
– Chunky bigboi otahs
– Chicken salad (on boats)
‘Tinder’ ‘Bespoke’ Cocktail x 4
– With Marigold juice
Goody bag
– Tinder-branded laptop sleeve
– Selfie light clip
– Tinder-branded water bottle (‘Not a thirst trap’ text emblazoned across it)
– Stickers
– Ice-breaker prompt cards (“Are you an early bird or a night owl?”)
– 1.5 7-Eleven brand ‘Strong Zeros’ (purchased for me by RICE’s editor-in-chief)
Spotted the ‘Buttock Damn Big’ TikTok star
Saw some other lesser-known TikTokers
Could have received free soft drinks
Tinder Platinum subscription
Cost
Grab: $24.80
MRT: $2?
Time: $31.26 (for 2h 14mins at $14/h)
– Subtotal: $58.06
