Based on proactive research and insights, we created an unforgettable, culturally relevant IRL singles experience, giving people the power to date – whilst naturally embedding Bumble into singles’ festive season.
Challenge
As one of the first dating platforms to host in-person events for its members, how could Bumble stay ahead of the curve as more apps compete in this space?
Insight & Strategy
Christmas holidays can typically feel quite couply, full of moments that make those who are single, feel even more single! We offered an antidote to this for throwing the ultimate Christmas house party for singles.
Solution
Combining app data and insights with creative event concepts and storytelling, we pitched a one-off, connection-rich event at Stormzy’s new London nightclub, House Party, flipping the script on typical Christmas messaging. Partnering with singer & songwriter Mabel, we created a night of live music, entertainment and games across seven themed spaces for singles to experience. Tapping into trending interests on the app, we poured creativity into every element of the event, theming different rooms - a chance to spark conversations over tarot card reading, tooth gems, films, karaoke and nostalgic party food, creating natural ice breakers and a perfect setting for Bumble members to meet their match.
Impact
With 5,000 users registered for the event and over 400 singles through the door and reach from Mabel and other influencers on the night, we were all thrilled how well this concept went down.
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