- Bumble teamed with the upcoming film “Barbie” ahead of its July 21 debut to offer users of the dating app a probability to match with the movie’s multiple versions of the Barbie and Ken characters, per details shared with Marketing Dive.
- Now though July 26, Bumble users can match with characters of the movie and receive uplifting messages. The effort is supposed to highlight the app’s message-before-match feature, Compliments, which is meant to help users start a conversations with potential matches.
- The move follows other recent pop-culture tie-ins by Bumble and makes the women-first dating app the most recent in a growing handful of marketers to team with “Barbie” within the weeks leading up to its release.
“Barbie” is painting adland pink within the weeks leading up to its big debut, going all-in with splashy efforts like a generative AI selfie generator and a real-life Barbie DreamHouse as well as to a lot of integrations with popular brands. The movie, a play on Mattel’s iconic doll, is predicted to command a big audience, with box office estimates currently projected to reach $93 million for the film’s opening weekend.
Meant to nod to the positive energy of Barbie and Ken — portrayed within the movie by actors Margot Robbie and Ryan Gosling — Bumble users until July 26 can receive motivational messages from the movie’s characters in an effort to create a more enjoyable dating experience. The move is backed by a recent Bumble survey indicating that 75% of respondents feel that receiving a compliment from a possible romantic partner would make them more involved in that person. Additionally, users who send a Compliment on Bumble have higher odds of matching, per the discharge.
“Teaming up with Bumble for this experience has been a fun and artistic way to showcase all the film’s Barbies’ and Kens’ personalities as they enterprise into the actual world via the app, bringing their innate positivity with them,” said Cameron Curtis, executive vice chairman for global digital marketing at Warner Bros. Pictures, in release details.
A slew of marketers have similarly teamed with “Barbie” for frolicsome, pink-hued call-outs, including Xbox, NYX Professional Makeup, nail polish brand OPI and others. This week, Walmart announced a tie-up with NFL star Patrick Mahomes, musician Becky G and Barbie to share curated shoppable carts meant to nod to favorite moments, with Barbie’s cart containing items like pickleball accessories, nail polish and must-haves for a backyard bash.
Aside from its “Barbie” ties, Bumble has often looked to pop-culture because it looks to stay relevant with goal audiences. For example, the brand in January teamed with Netflix to help its users find matches based on show preferences for a campaign called “Find the Date You’ve Been Watching For.” Additionally, the brand last 12 months recreated the fictional dating app from popular Apple TV+ comedy “Ted Lasso.”
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