Bumble will be treating spectators at the Boat Race to free drinks as they watch the two historic teams compete along the Thames. Guests will also be able to enjoy a GIF photo booth when they show Bumble ambassadors the downloaded app on their phone.
The activation, devised together with agency Ambient, aims to drive awareness of the app, and its unique positioning, which puts female users in control by giving them the sole power to start conversations.
John Dick, client services director at Ambient, said: "We are very excited to work with Bumble at the Boat Race where we will be introducing their unique social networking service to the spectators and rewarding their participation with a selection of fun giveaways, and if they are lucky, a drink!"
In February, Bumble launched its 'Bumble Honeys on Tour' campaign, which featured a 'Bumble Bus' that that toured the UK. Earlier this month, the dating app teamed up with UK dance music event We Are FSTVL to host a takeover at Boxpark, Shoreditch.
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