Marketing

Bumble is giving 50 couples who met on its app a free wedding in Las Vegas.

According to People Magazine, the company announced its plan to celebrate couples who met via its platform with a free wedding, travel included. For one weekend, Bumble has rented out the famous Little White Chapel in Las Vegas and is turning it into a branded wedding venue for 50 lucky couples.

The chapel itself will be decorated in Bumble yellow, which the company is calling Little Yellow Chapel for the wedding weekend. The famous venue has hosted many celebrity weddings, including Jennifer Lopez and Ben Affleck in 2022, as well as Joe Jonas and Sophie Turner in 2019, according to People.

Hinge dating app has another campaign around its tagline “designed to be deleted,” where mascot Hingie journeys to the afterlife after matching a happy new couple.

According to Adweek, marketing agency Wieden + Kennedy Portland created the ad campaign for Hinge, including a video which expands on the designed to be deleted theme.

The video is meant to appeal to younger daters with its slightly dark yet funny approach. It begins with a couple kissing in their car who decide to make their relationship official by deleting the app, sending Hingie into the afterlife. The ad continues with Hingie’s journey, where the mascot is dropped in front of a judge called The Oracle, who grants Hingie’s passage to heaven through a golden doorway.

YouApp Homepage Snapshot

Two dating apps based in Asia have changed their platforms to entice women - and intend to take market share away from popular dating apps like Tinder and Bumble.

According to South China Morning Post, dating platform YouApp recently underwent a major revamp. The app now uses AI to create personality tests targeting specific demographics and cultures within its userbase, to correct a longstanding problem: men outnumber women on these platforms.

In fact, Pew Research found based on a survey conducted in 2022, 54 percent of women in the U.S. felt overwhelmed by messages on dating apps compared to 64 percent of men who said they felt the opposite.

Bumble CEO Lidiane Jones sat down with Tech Crunch to discuss women on the platform no longer making the first move, potential new safety features, AI, and other plans to enhance the app.

In a recent interview Jones shared that she is reconsidering the basic premise of Bumble: that women make the first move. Instead, she said that women should be given the choice of whether they want to make the first move or not, giving them more control in their dating experience.

Jones assured Tech Crunch that her goal of empowering women on the platform remains steadfast: “Our brand awareness is so high, it’s amazing. And if you ask anybody about Bumble, they’ll say it’s about women, and the core of that is not changing. We are a company that really cares about women’s empowerment.”

BLK dating app has unveiled Spring Mode to help foster more connection among college students during their spring break vacations, when many are traveling and looking to meet people.

According to Blavity, the feature allows college students to place a fun badge on their profiles of the place they plan to visit over their spring break, in case other potential matches might be traveling there, too. Destinations include Hawaii, Cancun, Jamaica, Los Angeles, Cabo, the Dominican Republic, Cancun, Las Vegas, and Miami among other prime locations.

The badges all have unique personality and style, and are modeled after the famous places they represent. The vision behind Spring Mode according to Jonathan Kirkland, BLK’s head of marketing and brand, is in line with the company’s overall commitment to fostering connection and community as well as inclusivity.

Tinder is expanding its AI-powered ID Verification feature to the U.S., U.K., Brazil, and Mexico, making it available by this summer.

According to the company’s press release, the new safety feature requires users to upload a video selfie and a valid Driver’s License or Passport. The AI-powered feature will then check to see if the face in the video selfie matches both the photo ID and the user’s profile photos, and will check the date of birth on the official ID.

The new feature adds another layer of security to using Photo Verification alone, where video selfies are compared to photos. Now, the official ID is also checked as part of the process.