Bumble takes women empowerment to one of the most misogynistic arenas: gaming.
We teamed up with esports organization Gen.G to form the first ever all-women esports team for Fortnite, a popular team-based online video game.
The partnership brings together two organizations to create and promote a healthy environment in which all esports athletes can succeed and connect with one another, regardless of gender.
To kick off the partnership, Bumble released a new “Gaming” filter on its friend-finding mode, Bumble BFF. The filter can be used to find other people interested in gaming.
Wrote the copy for our social media assets, including Twitter. We wanted to highlight our gamers, especially KittyPlays (Kristen Michaela), who has over 235,000 followers on Twitter.
We also wrote push notifications to our users talking about the new Gaming filter. One push accounted for nearly 6% DAU (daily active users), which was directed at males in Date mode, calling for them to switch to Bumble BFF mode and find other gamer friends in their city.
Raw cut of our interview with Team Bumble, our Esports Team.
We also had tons of press coverage, including this Forbes article.