Since its birth as a female-first dating app, Bumble has expanded into also being a networking app. Now, in addition to dating, it is used for meeting other professionals and making friends. Because the company has transformed into an all-encompassing networking service, Bumble has transitioned much of its branding campaign to in-person events.
65% of brands report a boost in sales, brand awareness and customer loyalty as a result of experiential marketing events. Bumble hosts events on campuses, in restaurants, in bars, and other social areas, heavily promoting meeting people in real life as a way to differentiate themselves from competitors and more fully control the narrative with their app experience.
"Experiential events help us engage with the audience and promote the values Bumble holds so close to hear such as inclusiveness, friendliness and positivity," says Bumble Spokesperson Michelle Battersby.
These events don’t have to be record setting or incredibly expensive. Sometimes they are just set up as plain old marketing events with special drink prices, or trivia nights. But, sometimes Bumble goes hard.
Recently, Bumble held a Make the First Move event in NYC, unveiling a new mural painted by New York Artist Queen Andrea. Eventgoers were encouraged to share a time when they made the first move, a simple idea with an important aesthetic component. Make the First Move briefly pushed people out of their comfort zone (a theme synonymous with dating) and gave a sense of community to Bumble users, while promoting local art and providing quality Instagram opportunities. A+.
In 2017, Bumble created a pop-up called the Bumble Fab Lab in Sydney, Australia - a spinoff from Bumble’s temporary NYC and London brick and mortar spaces called "The Hive." It provided a 30-minute happy, multi-sensory experience for Bumble users who attended. It had four rooms, each representing a different positive sensory experience. One room with its walls covered in beautiful, aromatic yellow and white flowers (an amazing Instagram aesthetic) represented Smell.
The next room, Relaxation, provided a peaceful VR beach experience sponsored by the Sydney mindfulness studio The Indigo Project. Continuing the mindful trend was the Gratitude Room where people wrote down what they were thankful for on honeycomb paper, posting their messages on the wall and donating to one of the three charities Bumble was offering. The final room was Taste. Bumble partnered up with the famous Australian gelato shop Gelato Messina to create two limited edition flavors with ingredients that literally boost serotonin. This whole experience was free of charge as long as you could show your Bumble app at the door.
"Life’s short and at Bumble we believe in the power of positivity so you can become the best version of yourself and feel confident to make the first move in all areas of your life,” says Battersby. “Through the Bumble Fab Lab, we wanted to create an experience that would fill Sydneysiders with happiness – a space where they can share the love with their friends, families and colleagues."
Bumble understands its brand reliance on an inclusive image, as many brands do. They have made it a top priority to be seen as much as possible, especially by Millennials, college students. So, Instagram, the app that has cornered the image-based social media market, was the obvious match for Bumble’s vision. Bumble’s Instagram posts - mostly well-edited relatable quotes and memes - encourage positivity and compassion. Their tagged posts come from Bumble Honey’s promoting the app and Bumble users who love the empowering, supportive lifestyle brand.
Bumble has gone above and beyond just a dating app.