As it continues to rebrand itself as a “social-connecting” app, by introducing features like Bumble Bizz and Bumble BFF, the tech tool, BizBash shares, is developing into a catch-all networking platform, where you might meet your new business partner, as well as your soulmate. With this shift in its product offerings, the brand’s event strategy has also expanded.
Currently, the app boasts 40 million users worldwide. Bumble owner Rimberg International Corp., a holding company that also controls the dating apps Chappy and Badoo, is even considering an initial public offering on the Nasdaq based on the growth potential of the app, whose users skew younger than those of competitor apps owned by Match.
And since the interests of the app’s users can range from dating to deal making, each Bumble event, which are typically free to users on a first-come, first-serve basis, needs to be tailored to a specific segment. For example, the app recently joined forces with HBO to host an experience called “Stay Home to the Movies” in August at a brownstone in Manhattan. Invited guests watched exclusive HBO content in a comfy home setting. This was hugely successful because the experience resonated with their core audience that consists of young, socially connected individuals that are always looking for new and exciting things to do.
For its business-focused users, the brand organizes panels that feature female leaders across various industries who share their success stories, learnings, and entrepreneurial journeys. These Bumble Bizz panels, which are held in cities around the country, attract professionals who are actively seeking to expand their networks, meet collaborators, and find their next career opportunity.
Recently, Bumble found a way to combine all these event efforts, thanks to a partnership with hospitality bigwig Ian Schrager and his Public Hotel in New York, where the brand hosted a series of events around its in-app modes, including a “Work Party” for freelancers and a “Make the First Move” cocktail party. Attendees included a mix of social media influencers, creative types, and local Bumble users. It was the first time the app teamed up with a New York hotel property.
The brand also holds a monthly dinner series called Bumble Gives Back, which is designed for single users to come together in real life in support of a cause. For each dinner, Bumble partners with a different philanthropic cause, as part of its #BumbleGivesBack initiative. Events have taken place in London and Sydney; the first New York iteration was held in September at the Public Hotel in partnership with Dress for Success, an international not-for-profit organization that empowers women with professional attire and development tools.
Whether it’s a charitable dinner or a social meetup or a business panel, Bumble events continue to strive toward one goal: to turn digital connections into offline experiences.
In 2018 in Los Angeles, Bumble debuted its Hive concept, a pop-up space that brings the brand to life and works as an extension of Bumble headquarters, which is located in Austin. Inside, visitors enjoyed complimentary entertainment, drinks and snacks, and interactive sessions with entrepreneurs and influencers. The pop-up was so popular it was extended from one month to three. Olson says that because of its success the company is exploring the idea of a permanent IRL space for its users.
Bumble is rebranding how we connect socially in a big way. Download their apps today and devour the details of a diversified networking experience unlike any other!
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