Bumble and HelloFRESH have joined forces to create a valentine’s day event just for singles!
Project Synopsis
Bee My Valentine by Bumble and HelloFresh is a simple solution to the persistent single on Valentine’s Day conundrum. This partnered brand activation gives single’s the opportunity to connect with people in the same situation. No more feeling like the third wheel, no more staying in and watching movies alone (unless you like that &em; then that’s totally fine!). Bumble and HelloFRESH have joined forces to create the ultimate connection on VDay!
Overview
Over the course of two weeks, I worked solo to conceptualize and build strategy for an experiential valentine’s day event for a brand that allows people to share their love for one another
Dinner Dates are one of the top gift purchases on Valentines Day.
As an adult, we often see Valentine’s day as a day for lovers, but what if you’re single and don’t want to be the 3rd wheel yet again?
Younger generations (those under 35) are beginning to celebrate valentine’s day differently, because of that reason alone.
Singles represent an underserved market around valentine’s day.
Why Bumble
Through Bumble, you have the opportunity to connect on a romantic level, platonic friendship level, and business level. I wanted this event to cater to the left out crowd around Valentine’s day, but maybe romance doesn’t interest you at this phase in your life, especially not sparking a new romance; however, you can still use this as a way to get out and connect through Bumble Bff and Bumble Bizz.
Why HelloFRESH
HelloFRESH is a leader in fresh food meal-kits and they also have wine. By utilizing a meal-kit service this allows new matches to bond over the experience of cooking together and getting to know each other.
How Will People Find Out About It?
Currently, Bumble notifies users of brand events in-app and on social media, this will be no different. Existing Bumble users will receive in-app event notifications as well as the event being publicized on social media.
What Happens Next?
Once the user registers for the event they will get a survey that will vet any dietary restrictions so that we know in advance as well as the type of match they are looking for, then they will be issued a digital ticket to use for entry.
Let's Heat Things Up!
The user arrives at the venue, they will locate the registration kiosk and scan their digital ticket. In true Bumble fashion, it is a woman she gets to make the first move so she plays a match game. She will choose from 4 hidden profiles and she is reminded to keep an open mind. Once she chooses she is then greeted with her match notification which she has the option to accept or decline and a station number to meet their date
It's Getting Warmer!
Once the match has been made, the man will get a notification, making him aware of his match and the option to accept or decline the match.
Let's Get Cookin'!
Matches have been made, now the couple will meet at the designated cooking station, cook, dine and bond.
