Fearless Media’s strategy in launching Fallout Shelter was rooted in the popularity of the highly iconic Fallout Shelter mascots. Building out the characters of Vault Boy and Vault Girl in a highly engaging environment was the impetus for driving major buzz and sales around the game launch. Leveraging the popularity of Tinder, profile cards were created for the two main characters of the game and served to users based on their gender preferences. Users could swipe right to "match" with the character, view a message, and navigate through a dynamic URL to the IOS or Android app store to download the game. To increase hype around the initiative, Fearless Media promoted a combination of tweets, boosted posts, install ads, and scrolling multi-image carousel ads, all using the hashtag #DateaDweller, across Facebook and Twitter. Between industry buzz, fan feedback, and astounding levels of engagement, the #DateaDweller campaign successfully drove the desired hype and excitement to support the Fallout Shelter launch.