HBO x Bumble Campaign Activation
For two weeks, users on the Bumble Date and BFF apps had a chance to attend an exclusive event at the Brownstone in New York.
The Reward: Digidy, Alistdaily, Campaign, Vogue.
HBO reminded younger viewers about its movie offerings by hosting a “stay home to the movies” event in a $30 million townhome.
For two weeks, users on the Bumble Date and BFF apps had a chance to attend an exclusive event at the Brownstone in New York. Those selected were invited to hang out and watch movies in 10 screening rooms across multiple floors, as well as take photos in several branded areas with the hashtag #StayHometotheMovies. Stay Home to the Movies is a campaign that HBO started earlier this year.
An interactive wall in the house asked people to share their reasons for staying in, and an “excuse generator” helped come up with those reasons. There were also colorful areas like a bathtub filled with movie candy. A wide array of movies was available to appease any genre craving, including Girls Trip, IT and Back to the Future.
“We’re doing this because for all the buzz we get for original programming, we don’t want people to forget out about movies,” Jason Mulderig, vice president of brand and product marketing at HBO told AList. “The whole idea of the campaign is that staying in can be as good as going out.”
HBO and Bumble's activation at Sousa House puts an experiential spin on the "Stay Netflix and chill" meme.
