Socially Distant Benches
Experiential Strategy
July 2020 – April 2021
The Challenge
In the height of the pandemic, when safety guidelines made in-person connection feel nearly impossible, Bumble faced a complex challenge: how do you encourage people to connect when physical closeness is off the table?
As a platform built on community and real-world connection, Bumble needed to find a way to stay relevant, show up for its users, and offer moments of joy - all while remaining sensitive to a deeply uncertain global climate. It wasn’t just about pivoting events - it was about reimagining togetherness.
Audience Focus
We were speaking to people who were craving connection but navigating fear, caution, and isolation. Our users wanted to feel close, but they also wanted to feel safe. Like everyone in the pandemic, our app users were humans looking for creative, grounded ways to connect during an emotionally charged time.
The tone had to be mindful yet hopeful, brand-aligned, but not pushy. In a moment where sensitivity was everything, Bumble needed to strike the right balance between warmth, creativity, and care.
My Role & Strategic Approach
As Bumble’s Experiential Manager, I led the program from strategy through execution. This was a moment that called for more than logistics - it called for empathy, adaptability, and inventive thinking.
Collaborating with agency partners, we developed a concept that felt natural to Bumble’s mission of “Make the First Move” while honoring public health realities. We landed on a solution that was subtle, socially distanced, and deeply human: 25 custom-designed Bumble benches placed in public outdoor spaces across Aspen, Atlanta, Austin, Boston, Philadelphia, New York, and Los Angeles.
I oversaw key elements of the project - from budgeting and permitting to bench placement and on-the-ground partnerships - and I served as our experiential agency’s primary point of contact for all real-time needs, ensuring the experience stayed aligned, safe, and well-executed across every market.
Solutions in Action
Led the execution and management of a 7-city, 25-bench experiential stunt
Translated Bumble’s core message of connection into a socially distant, safe format
Used guerilla-style activation to drive curiosity and organic word-of-mouth
Developed creative, brand-aligned messaging that acknowledged the pandemic without feeling heavy
Managed cross-functional communications, permitting, and hyper-local partnerships
Oversaw agency collaboration, vendor coordination, and ongoing site maintenance
Results & Resonance
The response was overwhelmingly positive. The benches created moments of levity and delight, sparking social media engagement and media coverage in multiple cities. People were excited to spot them, sit for a photo, and share the experience - not because we asked them to, but because the activation invited a genuine smile during a dark time.
Internally, the program was seen as a thoughtful, brand-right response to an incredibly complex moment - one that kept Bumble’s values front and center while prioritizing public wellbeing.
📍 Press coverage included:
Why It Matters
At a time when so much felt uncertain, this project proved that thoughtful, strategic storytelling can still bring people together - even six feet apart. I’m proud to have helped Bumble stay connected to its community by creating space for safe, joyful experiences that honored the moment while staying true to the brand.
This is what experiential strategy looks like at its best: meaningful, adaptive, and rooted in intention.