To re-engage and remind consumers and fans of the Bumble x L.A. Clippers partnership, FlyteVu strategized a digital content campaign inclusive of A-list talent, Clippers players and a national media partner to create a viral moment online. FlyteVu secured EMMY-winning actress Tiffany Haddish as a voice on all things dating, and L.A. Clippers power forward Montrezl Harrell as the brand’s first-ever male athlete partner. ESPN, one of the leading voices in sports, was engaged to produce a content piece titled ‘Play-By-Play’ featuring Haddish and Harrell giving their dating advice on the fly behind-the-scenes to two unsuspecting Bumble couples. The video launched on Bumble and L.A. Clippers YouTube, talent and brand socials, as well as a number of ESPN platforms.
As an extension of the content, Bumble Date users had the chance to win one of four specially curated days in Los Angeles, two of which were planned by Haddish and Harrell, for the “L.A. Our Way” in-app experience. “L.A. Our Way” went live in tandem with the content piece to drive new user acquisition and to add an exciting consumer call to action to the program.