Bumble Partners with Barbie Film to Promote Compliments Feature
Contributed by: kellyseal on Wednesday, July 26 2023 @ 02:57 pm
Last modified on Wednesday, July 26 2023 @ 03:27 pm
Dating app Bumble has partnered with the much buzzed-about Warner Bros. movie Barbie, which premieres in July in theaters across the world.
Bumble’s partnership is to promote its new Compliments feature using images of the movie’s stars to bolster confidence and encourage people to try it out, according to marketing news website Campaign Asia[*1] . In addition to images, the app will have pre-recorded messages from the stars to motivate users to engage positively with each other.
Barbie, played by Margot Robbie, has a dialog bubble on Bumble’s app that states: “your taste in movies? Sensational. Now it’s time to show them how sensational your Compliments are.” Other stars featured include Simu Liu (Ken #2) and Issa Rae (President Barbie), and Ryan Gosling (Ken #1).
"Barbies and Kens have a strong support system in each other," Cameron Curtis, executive vice president of global digital marketing at Warner Bros, told Mashable. "We are excited to bring that to people on Bumble."
Compliments allows Bumble users to send kind words to each other before they match, encouraging a more positive dialog among its members.
According to a recent Bumble survey, 75 percent of respondents said getting a compliment from a potential match makes them more interested in that person, which improves the likelihood for a match.
Marketing for the Barbie movie takes the iconic brand in a new direction – toward female empowerment. Bumble’s mission since it launched has been to empower women to make the first move when it comes to using dating apps, which is in line with the movie’s message and complements the partnership. As the tagline states, “She’s everything. He’s just Ken.”
Bumble founder and CEO Whitney Wolfe Herd said in a press release that the Compliments feature “lead[s] to a higher likelihood of matching and quality chats among our users.”
According to Campaign Asia, Curtis said in a statement about the partnership: “Teaming up with Bumble for this experience has been a fun and creative way to showcase all of the film’s Barbies’ and Kens’ personalities as they venture into the real world via the app, bringing their innate positivity with them.”
Bumble paired up with Warner Bros. before in a promotion in 2020 for the streaming service HBO Max (now Max). The entertainment company hosted a giveaway among Bumble users.
The promotion with Barbie characters on the app will last until July 26th.