SXSW can serve as fertile grounds for singles who yearn for love or casual encounters on dating apps. Bumble, a four-year-old app which currently has 27 million users, is in the midst of a growing marketing mission with hopes of expanding its reach globally.
The female-first social networking app came to Austin at Fair Market for a potential match with attendees this weekend for a two-day experiential marketing activation centered around giving badge holders a crack at romance and leveraging its platform to continue discussions around female empowerment, inclusion in the workplace and how to build healthy relationships.
“Bumble Presents: Empowering Connections” gave attendees a chance to pimp their profiles at a “Bio Bar” before sending them off to make the first move on five-minute speed dates.
Bumble also brought along Bumble Bizz, which gives startups a chance pitch their business idea for a chance to win mentorship and a $5,000 grant.
Discussions around gender equality with actress and activist Gina Rodriguez, author Keke Palmer and Bumble founder and CEO Whitney Wolfe Herd anchored the event’s programming.
Earlier this week, the app signed on as an official sponsor with the Los Angeles Clippers. The brand’s logo will now appear on the team’s jersey.
Much like their presence at SXSW, the deal launched a marketing campaign to partner with brands to advance workplace equality.
