bumble irl experiences

We created Bumble's first-ever in person events in London, featuring a series of events tailored to popular dating interests to establish the brand’s position as the most culturally relevant dating app.

Challenge

In a city which is so vast with a dating culture so broad, we knew we needed to be hyper contextual while offering real value for Millennial and Gen-Zs on their dating journeys.

Insight & Strategy

We’d generate buzz by showing up at key cultural moments which were trending in the city while in turn, uniting Bumble users over their most popular dating profile interests.

Solution

We launched the campaign with a party for music lovers, media and KOLs at the iconic Tower Bridge, led by artist du jour, Roman Kemp. This kicked off a series of experiences across a spectrum of dating interests from coffee and dog walking in partnership with Knoops, to flaming cocktails at the hotly-tipped Trailer Happiness to celebrate bonfire night. We developed social content to drive Bumble users to sign-up for the events in-app through earned and owned channels and showed up with a modular roadshow kit.

Impact

Since launching the first series in Q4 2022 with six week’s worth of events for 1000+ Bumble users, the programme has been so successful we have rolled our weekly events across London and the UK ever since! The IRL series ensures Bumble stays top of mind and the most culturally relevant dating app in the market.

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