Bumble

Bumble confirmed that a new ad featuring its latest celebrity partner Serena Williams will debut during the first half of the SuperBowl.

According to AdWeek, Bumble teased a new campaign with the tennis star, admitting that it would coordinate with the SuperBowl, though it wasn’t clear if they were planning to air an ad during the game, one of the most-watched annual events in the U.S. (and one of the most expensive ad buys). Bumble has now confirmed their first SuperBowl ad will feature Serena Williams and their new campaign “The Ball is in Her Court.”

Bumble, a female-friendly dating app, is serious about its female-empowerment mission. Over the past few years, the brand has debuted offerings that appeal specifically to women, such as partnering with Moxy Hotels to offer BumbleSpot – verified locations where Bumble users can meet for dates, career networking, or potential new friendships - in an effort to create safe spaces for women.

Bumble is aligning itself with the stars in more ways than one – the female-friendly dating app now offers a new feature to let you filter your matches according to their astrological signs.

Bumble has allowed users to identify their own astrological signs in their profiles, but this marks the first time members will be able to filter matches by zodiac preferences. Bumble offers the filter across its platforms, including Bumble BFF and Bumble Bizz.

The new feature is Bumble’s response to young daters’ growing interest in astrology when it comes to forming relationships. It’s trendy now to analyze your astrological sign to determine your behavioral tendencies and who you are most compatible with, and many users are embracing the move by expressing their support over social media.

Bumble CEO and Serena Williams

Star athlete Serena Williams is making her next move as Bumble’s global advisor. The company announced that its new ad campaign featuring the award-winning tennis champion will debut during this year’s Super Bowl.

The theme of the campaign is in line with Bumble’s female-friendly focus, called “The Ball is in Her Court.” It will feature Williams making the first move in every aspect of life: dating, friendship, and business, according to the release, according to AdWeek.

Partnering with a high-profile, empowered female is a consistent reflection of the Bumble brand. In its press release, Bumble stated that Williams’ role will include enforcing Bumble’s “mission to end misogyny and empower women around the world.”

Tinder and Bumble have spent most of 2018 embroiled in a fierce legal battle over patent infringement, misuse of intellectual property and theft of trade secrets. At the center of the dispute is the swiping mechanism that has become a ubiquitous feature of modern dating. In March, Tinder’s parent company Match Group filed a lawsuit alleging that Bumble “copied Tinder’s world-changing, card-swipe-based, mutual opt-in premise.” Bumble responded with an aggressive countersuit asserting that the swiping interface is not an original notion worthy of patent protection.

After attempts to settle privately failed, the dispute headed to court and the first big ruling has been handed out.

Judge Alan Albright of the U.S. District Court for the Western District of Texas denied Bumble's claim that the Match Group patents in question are ineligible for patenting under Section 101 of the Patent Act.

Recipient
Bumble

The Editor's award for Top Pick - Innovative goes to Bumble for 2019. Bumble is a female friendly dating service that has gone through a lot of positive changes in 2018. For example they reached a milestone of over 40 million users since they had launched in 2014. Their apps also reach more countries (160) and in more languages (the latest being Hindi). The Bumble dating service is also now accessible directly from their website, so no apps are required to be downloaded and installed.

As far as new features are concerned... Bumble members can now use a snooze feature and put their profile to sleep for any length of time they require. Members can also now connect their Instagram account and allow matches to scroll through their photos. Interaction between Bumble Date, Bumble BFF, and Bumble Biz has been expanded including the sharing of new matching filters.

Bumble New Search Filters

Image: Bumble

Female-friendly app Bumble has added another new feature aimed at pleasing users and monetizing its offerings: the ability to filter matches not only on its dating platform, but also for its networking apps Bumble Bizz and Bumble BFF.

The Filters feature allows users to sift through potential matches using a specific set of criteria, according to website Tech Crunch. One of the filters for Bumble Dating is by astrological sign, political leaning, or relationship type, and for Bumble Bizz you can filter by industry, for example. Users will be allowed to access two filters for free; they must pay for any additional filters.

The new feature is aimed at saving users time in their searches by limiting their choices to those who are most relevant to what they are looking for in a match, according to Tech Crunch.