I understand they roll out city-by-city and have a large pre-launch registration base prior to opening the app to that city.
The dating app Hinge should start out by doing concentrated marketing campaigns on a city-by-city basis including social networking ad, billboard, bus and subway ads, and offer a contest for those who register.
Organizing a launch party with VIP's and celebrities, in order to get their support and testimonials, is also beneficial.
A brief marketing video describing the app should be aired on youtube and pay-for-placement ads should be taken out on Facebook, Instagram, Snapchat, etc...
Press releases and interviews should be given to all media.