SXSW

Bumble Is Using SXSW to Make Intimate Connections With Attendees

A smaller activation space and one-to-one interactions bring the brand closer to festivalgoers

bumble-sxsw-content-2019 — Bumble customized a cafe at SXSW this year. Laura Delacruz

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Bumble wants to make deeper connections with South by Southwest attendees this year. That’s why the social app—which is best known as a dating app where women make the first move—took over a smaller space in Austin (Joe’s Coffee on 2nd Street versus warehouse event space Fair Market) but extended the length of its activation to run for all of SXSW, March 8-17.

“From a production perspective, it certainly takes just as long to plan something like this,” explained Chelsea Maclin, Bumble’s vp of marketing.