Bumble has installed a unique pop-up Hive event for the duration of the SXSW festival in Austin, Texas.
The social app has taken over Jo’s Coffee Shop, a small venue in the Downtown area of the city, and completely dressed it up in branded decorations. The decision was made to host at a more intimate location to encourage one-on-one interactions between visiting attendees.
Free breakfast tacos and cups of coffee are being given out to users, and expert life-mentors are on hand to offer advice about profile design.
Some of the special events being run at the Hive include a dog-lovers brunch, a friendship bracelet making session and a celebration of female gamers. A Q&A session with director Olivia Wilde was held to discuss her new film Booksmart, which premiered at the main festival.
Bumble’s VP of Marketing Chelsea Maclin told Adweek: “From an education perspective, a lot of the public perceives Bumble as a dating app, but we are so much more than that.
“We’re a connection platform for friendship finding and business networking and hiring and recruiting over time. We want to educate our users and potential users on all the different ways they can use Bumble and how we can help facilitate meaningful connections across love, friendship and business.”
On 13th Match, Bumble hosted a secret show with Grammy award-winning electronic duo Justice. A limited number of tickets were given away to lucky users who had matched with a special profile card.
The first episode of Bumble’s new wellness podcast Unsubscribe was released yesterday, suggesting ways listeners can focus on themselves and live their best lives.
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