We have all been faced with a major dilemma regarding whether to stay in or go out. The choice to lounge in PJ’s and binge watch a TV show or make it to happy hour with your BFFs is a tough one. Bumble and HBO teamed up to give you a glimpse into what the staying in choice would look like…
The beautiful multi-level townhouse in a quaint neighborhood of Manhattan, New York offered guests a high quality movie watching experience. The townhouse acted as a reflection of the high quality movies HBO offers and has done so for over a decade. The exclusive event ran from August 15-16th with approximately 65 people attending each night.
This invite only event enabled users on Bumble Date and BFF to hang out and watch movies in 10 screening rooms. These rooms were matched according to answers to a quiz taken upon arrival. The questions were fun and quirky, an example was your ideal night out with your friends.
The home was decorated with colorful areas like a bathtub filled with candy, a popcorn machine, a wall
encouraging guests to write their ideal night in. These elements enhanced the experience in terms of mingling and relaxing at the same time with an abundance of small bites, wine and specialty cocktails.
Why a Bumble and HBO partnership? Were they trying to play off the “Netflix and Chill” trend? Actually, the brand wanted to recapture the excitement of HBO Saturday night movies from the age before this digital one we are looped in. Bumble became HBO’s perfect partner due to the young, socially active and proactive audience that Bumble caters to.
HBO needed to stimulate buzz and conversation among the younger generation. HBO has been offering movies in the comfort of your living room for decades, they were one of the first to do so. The Bee had a very prominent presence throughout the home from the decor to the movies being played. Additionally, the simple fact that people were paired together based on similar characteristics, attributing to the simple premise of the apps functionality.
Bumble has been actively incorporating experiential marketing to stay competitive in a market saturated with dating apps. Currently, more marketers are using these types of activations in order to boost social media chatter, and frequently leverage quirky visual elements that inspire selfie-taking, posting pictures and hashtagging.
The Brownstone acted as the perfect backdrop for this relaxation, staycation feeling. Essentially, being able to choose the staying in option when confronted with it and then embracing it by indulging in all your guilty pleasures.
