Festival Sponsorships & Activations
Brand: Bumble
Role: Experiential Marketing Lead + Integrated Campaign Strategy
Timeline: June - October 2021
Overview
Led Bumble’s national festival partnership program spanning Lollapalooza, Music Midtown, Austin City Limits, and Outside Lands to drive user growth, cultural relevance, and brand visibility through large-scale experiential activations. The Bumble Hive served as the brand’s flagship festival footprint, reinforcing Bumble’s positioning as a connection-driven lifestyle brand beyond the app.
Strategy & Execution
Experiential Marketing: Oversaw the concepting, production, and execution of the Bumble Hive, a branded 20x20 festival activation designed as a pause-and-recharge destination within high-energy environments. The experience featured a hydration station, charging lounge, branded merchandise, and a photo moment to encourage engagement and sharing.
Partnership Strategy: Negotiated and managed multi-festival sponsorship agreements, ensuring alignment between Bumble’s brand mission and each festival’s audience, culture, and values.
Cross-Functional Leadership: Directed creative development, budget management, and agency oversight to ensure seamless delivery across all four festivals. Served as the central point of coordination between internal brand, legal, marketing, and external agency teams.
Integrated Marketing: Partnered with social, influencer, and PR teams to extend the impact of the on-site experience through digital storytelling, earned media, and in-app engagement.
Impact
Reached 850,000+ festival attendees across four national music festivals.
Increased app registrations and on-site engagement through immersive brand experiences.
Established a scalable, repeatable festival activation model used as a benchmark for future experiential programs.
Reinforced Bumble’s positioning as a lifestyle brand rooted in real-world connection and community.
Why It Matters
The Bumble Hive demonstrated how experiential marketing can drive both emotional resonance and measurable growth at scale. By creating spaces that delivered real value to attendees while staying true to Bumble’s mission, the activation strengthened brand affinity, expanded cultural relevance, and set a new standard for Bumble’s live-event strategy.