Online dating needs a detox.
Bumble dropped the ball with their anti-celibacy campaign, claiming it as the solution to modern dating. Losing the trust of their loyal users, they hit rock bottom. However, they also made an opportunity to do something different.
Making a move.
Inspired by Bumble's first mission to empower women to make the first move, The First Move campaign encourages all users to take a chance, be bold and put themselves out there–metaphorically and physically.
Campaign goals
Create lasting connections.
Making an unforgettable and unique experience that builds meaningful relationships.
Encourage meeting offline.
Counteracting the gamified experience with transactional connections and unrealistic standards from online dating.
Rebuilding brand loyalty.
Collaborating with Jellycat, a trusted and popular brand among target users to relate to them.
Product
Bumble's Question Game is elevated into a board game, making The First Move. Jellycat's bag charms are included as player pieces and memorabilia for matches. The unboxing experience weaves delight into the first meetup.
Watch it unfold.
The main box is a hexagon to pay homage to Bumble's logo. The design is made to be portable and playable in common first-meet spaces.
Playing for keeps.
Players are challenged to collect the most Move Cards–which are composed of questions from Bumble's Question Game–before they reach the end of the board. They can collect Chance Cards to shake it up as they race to get to know their match best!
Taking a chance.
Two Jellycat bag charm blind boxes are included for matches to share them for the long run.
Memento for happily ever after.
The top and bottom lid come together to make a keepsake box to be used long after the game is over.
Promotion
The First Move is promoted across three primary touch points: the Bumble app, social media and through its point-of-purchase display.
Sliding into their feed.
Social media ads ask audiences if they are "Tired of Playing Games?" Playing on that idea, taglines such as "You take it to the next level," "You make the play," and "You set the rules." are used along with images of The First Move.
Meeting where they are.
Point-of-purchase displays will be available at board game cafes, convenience stores, cafes, and other first meet spaces for matches to purchase and play on the spot.
Takeaways
Considering the full consumer experience
Thinking of how to convey the main message and build strong brand loyalty via each touchpoint was a challenge I enjoyed from this project.
Push the unconventional
Starting with creating custom dielines to thinking up game mechanics, I pushed limits and moved beyond only 'realistic' expectations in projects. Making it one of my most rewarding project.
