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Bumble, the three-year-old dating app where women make the first move, created a space to empower and educate women this weekend at South by Southwest in Austin, Texas.
The app is one of a number of digitally native brands using SXSW as a way to connect with consumers in real life but with a focus on healthy relationships—romantic, friendship or work—for women.
While the activation, from Austin-based creative shop Preacher, is full of neon lights and poppy colors that would surely make for an easy photo opportunity for attendees the focus for Bumble was making sure the content and programming of the space would “add value to [its] user’s experience,” explained Chelsea Cane Maclin, director of marketing at Bumble.
The space allows attendees to walk through real life versions of the app’s three platforms: Bumble Bizz, Bumble BFF, and Bumble Date.
The activation featured speakers like Bumble founder and CEO Whitney Wolfe, actress Gina Rodriguez, singer Keke Palmer, director Yoruba...