Activations

Guerrilla Marketing

Where: Portland + Seattle When: Wave I

Shocking statistics about women’s disadvantages in networking and the workplace, along with the Bumble logo will be stenciled in semi-permanent spray paint on sidewalks and walls in the two primary cities. The statistics will be strategically placed in areas where there is pedestrian traffic commuting to work. The statistics might include facts such as “there are fewer female CEOs of Fortune 500 companies than there are CEOs named James”. 1 Geo-fencing ads will reinforce this messaging by serving banner ads to individuals who have been exposed to the guerrilla placements. The suprising nature of this content will generate buzz and reinforce Bizz’s brand image before transitioning into Wave II efforts. In addition, the message of empowerment will encourage users to stay engaged.

The Bumble Wall

Where: Portland + Seattle When: Wave I-III

Local female artists will paint two murals, one in Portland and one Seattle that feature likenesses of powerful women. It will inspire viewers and remind them of the women who have made a difference through their work, including figures such as Ruth Bader Ginsburg, Eleanor Roosevelt, Angela Davis, Malala Yousafzai and Sheryl Sandberg, while including copy that encourages viewers to download Bumble Bizz. Wall murals are an effective way to way to advertise, because they reduce clutter by creating an emotional bridge between the brand and the audience. 2 The nature of a colorful, aesthetically pleasing mural will encourage social media sharing, further spreading Bumble’s message of female empowerment and ultimately drive users to the app.