The Bumble Hive Festival Activation
Brand Storytelling, Marketing Strategy & Experiential Strategy
July – August 2021
The Challenge
As live events began to return after over a year of pandemic-induced pause, Bumble faced a key opportunity - and challenge. The brand wanted to re-enter the events space with a message that resonated post-COVID: connection is still everything. But after months of social distancing, many people felt hesitant about gathering in large crowds again.
With Lollapalooza marking one of the first major festivals back on the scene, Bumble set out to create a safe, intentional, and joyful activation that reminded people why togetherness matters as well as what the Bumble brand stands for.
Audience Focus
Our audience was made up of elder Gen Z and Millennial festival-goers attending major music festivals like Lollapalooza and Austin City Limits. These were people who had long used Bumble to connect - whether for dating, friendship, or professional networking - and were eager to return to shared experiences, but with lingering caution and emotional complexity after a year apart.
The brand voice had to meet them where they were: warm, uplifting, inclusive, and celebratory. A soft re-entry into social life, led by Bumble.
My Role & Strategic Approach
As the lead on all Bumble festival partner relationships, I oversaw partnerships with four premier music festivals: Lollapalooza, Music Midtown, Austin City Limits, and Outside Lands.
I managed every aspect of our presence - from cross-functional creative development and budget oversight to partner collaboration, merchandise curation, and agency management. I hired and project-managed our experiential agency to fabricate and produce the Bumble Hive, our 20x20 branded activation footprint.
The Bumble Hive was designed as a safe and welcoming space within the chaos of the festival featuring a hydration station, charging station, lounge area, complimentary merch, and a photo booth. Entry was granted to any attendee who showed their Bumble profile, reinforcing brand engagement while providing real value and community-building within the experience.
Solutions in Action
Managed Bumble’s multi-festival sponsorship agreements and partner communications
Led strategy, creative direction, and logistics for the Bumble Hive activation across three major music festivals
Oversaw all agency coordination, production approvals, and onsite execution
Ensured consistency across brand voice, digital content, and social partner messaging
Curated branded merchandise to complement the festival setting and drive engagement
Results & Resonance
Lollapalooza marked Bumble’s return to in-person events, and it was a massive success. The footprint was packed daily, with lines forming outside the Hive and constant buzz around the experience.
The activation at both Lollapalooza as well as both weekends of Austin City Limits Music Festival helped reestablish Bumble’s events strategy with energy and purpose. Internally, the program was celebrated by leadership and used as a benchmark for future in-person campaigns. Externally, it created meaningful connections and reminded attendees that Bumble is more than an app: it’s a space for real-world connection, even (and especially) after a time of disconnection.
Why It Matters
The Bumble Hive wasn’t just another branded tent in a festival; it was both a moment and a celebration of genuine reconnection, a literal and emotional “pause and recharge” in the midst of a crowded field. It gave people space to breathe, engage, and share in the joy of music and community again.
This activation represents everything High Frequencies Collective stands for: brand storytelling that resonates, strategy that honors context, and experiences that create lasting emotional impact.