Socially Distant Benches
Brand: Bumble
Role: Experiential Marketing Manager
Timeline: July 2020 – April 2021
Overview
Led the strategy and execution of a multi-city experiential activation designed to foster safe, real-world connection during the height of the COVID-19 pandemic. The Socially Distant Benches reimagined togetherness through a subtle, human-first intervention rooted in empathy, public health awareness, and brand storytelling.
Strategy & Execution
Experiential Strategy: Responded to pandemic-related restrictions by reframing connection through distance, not closeness. Developed a concept that allowed Bumble to remain present in public life while honoring safety, sensitivity, and shifting social norms.
Creative Concepting: Partnered with agency teams to translate Bumble’s “Make the First Move” ethos into a socially distant format. Designed and deployed 25 custom Bumble benches placed intentionally six feet apart in outdoor public spaces, creating moments of pause, reflection, and connection.
Multi-Market Execution: Oversaw rollout across seven cities including Aspen, Atlanta, Austin, Boston, Philadelphia, New York, and Los Angeles. Managed budgeting, permitting, site selection, and hyper-local partnerships to ensure safe, compliant execution in each market.
Cross-Functional & Agency Leadership: Served as the primary point of contact for experiential agency partners while coordinating internally across legal, operations, and brand teams. Ensured consistency, safety standards, and brand integrity across all installations.
Organic Amplification: Leveraged a guerilla-style approach that encouraged discovery and organic sharing rather than overt promotion, allowing the activation to travel naturally through press and social conversation.
Impact
Generated organic social sharing and press coverage across multiple markets.
Delivered moments of levity and emotional relief during a highly sensitive time.
Reinforced Bumble’s role as a brand rooted in empathy, care, and real-world connection.
Demonstrated the power of adaptive experiential strategy in uncertain conditions.
📍 Press coverage included:
Why It Matters
This project proved that experiential marketing doesn’t disappear in moments of crisis. It evolves. By leading with empathy and intention, Bumble stayed connected to its community without forcing interaction or attention. The Socially Distant Benches showed that even six feet apart, thoughtful brand experiences can still bring people together.